1. Ceci Ng; Institute for Tourism Studies, Macau
Are there any different motivational reasons between visitors and residents in attending a festival: A case study in Macau
Ceci Ng; Institute for Tourism Studies, Macau

2. Introduction Importance of Festival People have higher expectation
Economic, socio-cultural and political benefits (Woo, Yolal, Cetinel & Uysal, 2011)
People have higher expectation
Value for money, Memorable experience and unique activities (Gelder & Robinson, 2013)

3. Introduction The advantage of understanding attendee’s motivation
Attract audiences
Increase audiences satisfaction
Provide better service
Provide better product

4. Introduction The limitation of previous literature
Few studies has compared attendees’ motivation based on their geographical location.
Limited previous similar studies conduct in Macau.

5. Research Question
Identifying the underlying dimensions of motivations for visitors attending the15th Macau Food Festival.
Exploring any differences between domestic and foreign visitors in regards of motivational dimensions.

6. Methodology – Study context
The 15th Macau Food Festival (MFF)
Organizer: Association of Macau Restaurant Merchants
Sponsor: the Civic and Municipal Affairs Bureau, the Macau Foundation and Macau Government Tourist Office (MGTO)
Date: 13th to 29th November (consecutive 15days)
Location: Sai Van Lake Square
Festival feature: Asian, European, Mainland Chinese and local food, exciting booth games and live performance

7. Methodology Instrument A set of 27 motivational items (7 Likert scale)
Demographic information
Cultural exploration
To increase my cultural knowledge
To know about the food festival
To enjoy local/foreign food
To experience local customs and cultures
Family togetherness
To increase family kinship
To spend time with my family together
I thought the entire family would enjoy it
To help my family learn more about local/foreign food
Novelty
I seek adventure
I seek novelty
It offers excitement
I am curious
I expect benefits that will satisfy my personal needs
Escape
To escape from routine life
To relieve boredom
For a change of pace from everyday life
To relieve daily stress
Event attractions
To enjoy special events
To see new and different things
To enjoy the festival mood
To enjoy a unique atmosphere
I heard the Food festival and it sounded like fun
Socialization
To be with people who are enjoying themselves
To be with people who enjoy the same things I do
To see the festival with a group together
To see the festival with my friends
To meet people from all over the world

8. Methodology Data Collection English and Chinese version questionnaire
Self-administered
Sample: 50 of tourists and 50 of residents

9. Demographic profile Characteristic (n=100) Overall visitors %
Domestic visitors
Foreign visitors
Gender
Male 46
46.0 24 48 22
44.0
Female 54
54.0 26 52 28
56.0
Age
Less than 20 12
12.0 6
20-29 33
33.0 15 30 18
36.0
30-39 34
34.0 17
40-49 13
13.0 7
14.0
50-59
7.0 5 10 2
4.0
60or above 1
1.0
Education
Primary school
2.0 4
0.0
High school 25
25.0
20.0
Bachelor 64
64.0 32
Postgraduate 9
9.0 8
16.0

10. Characteristic
(n=100)
Overall visitors %
Domestic visitors
Foreign visitors
Marital status
 Single 48
48.0 24
Married 52
52.0 26
Income level
≤MOP5000 37
37.0 17 34 20
40.0
MOP5001–MOP10000 18
18.0 7 14 11
22.0
MOP10001 – MOP20000 23
23.0 16 32
14.0
MOP20001– MOP30000
11.0 6 12 5
10.0
＞MOP30001 4 8
Place of residence
Macau 50
50.0
100
Hong Kong 2
2.0
4.0
Mainland China 35
35.0
70.
America 3
3.0
6.0
Europe
7.0
Ukraine 1
1.0
Philippines

11. Major Finding Motivational factors Overall visitors Domestic visitors
Foreign visitors
Ranking
Mean
Socialization 1
5.096
4.984 2
5.208
Event attractions
5.012
4.7
5.324
Cultural exploration 3
4.475 5
3.97
4.985
Escape 4
4.47
4.34
4.6
Novelty
4.184 6
3.896
4.472
Family togetherness
4.178
4.095
4.26

12. Major Finding Motivational factors Domestic visitors (N = 50)
Foreign visitors
t-value
Sig.
Cultural exploration
3.970
4.985
-5.062
.000
Event attractions
4.700
5.324
-2.994
.003
Novelty
3.896
4.472
-2.955
.004
Socialization
4.984
5.208
-1.187
.238
Escape
4.340
4.600
-1.144
.255
Family togetherness
4.095
4.260
-.602
.549

13. Recommendation Socialization:
Promotion video – interview group of friends and families how they perceived MFF is the festival for them to reunion and gathering
Create game booths
Create competition
Event Attraction:
Promotion video – Festival feature, basic information of MFF, the schedule of performance and firework contents
Post the event feature on social media
Design a slogan to emphasis the fun and joyful experiences at Macau Food Festival

14. Recommendation Escape:
Promotion video – Describe how stressful in people daily life and Macau Food Festival is a festival for them to escape and relax
Cultural exploration:
Introduce the original history of Macanese food.
Reinforce the culture feature in MFF.
Novelty:
New and attractive activities

15. Thank you!
The end