Rebranding Macau

Views of cultural industry insiders

Dados Bibliográficos

ID23239288
AutoresJoey Pek U Sou (0000-0003-0330-3667, Macao University of Tourism), Thea Vinnicombe (Macao University of Tourism), Tiffany C H Leung (0000-0002-0370-3874, Hong Kong Polytechnic University)
Ano2016
Volume10
Fascículo1
Páginas91-104
Data de publicação2016-03-07
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoInternational Journal of Culture, Tourism and Hospitality Research (JOURNAL)
Identificadores do periódicoISSN: 1750-6182 • E-ISSN: 1750-6190
EditoraEmerald (PUBLISHER)
DOI10.1108/ijcthr-01-2015-0004
OpenAlexW2325606894
IdiomaEN
Citações recebidas6
Referências citadas24

Purpose – This paper aims to evaluate the feasibility of utilizing the performing arts as one element in changing the destination image of the Macau special administrative region from that of the Las Vegas of the East to a “World Centre of Tourism and Leisure”. The context is of particular interest as rebranding is typically associated with negative or outdated images, whereas Macau’s existing brand is strong and associated with positive tourism revenues. Design/methodology/approach – Semi-structured in-depth interviews with frontline participants in Macau’s performing arts sector are utilized to evaluate the relevant re-branding strategies and goals of the city’s administration. In-depth interviews focus on understanding policies through the thoughts and experiences of respondents. They are particularly useful in cases where insiders are likely to be better informed than others with respect to policy issues. Findings – Three main themes related to the use of the performing arts as a vehicle for destination rebranding are explored. Findings suggest that few elements common to successful branding campaigns are evident in the approach of the Macau administration. Shortcomings are evident, for example, in communication, infrastructure development, long-term planning and the allocation and monitoring of funding. Research limitations/implications – Although qualitative research relies on rich data from small numbers, the study focuses only on the views of informed insiders in the performing arts. Input from commercial stakeholders and higher-level policy makers would broaden the perspective. Practical implications – The findings are relevant for any destination wishing to alter or update its image. Originality/value – Cultural aspects are increasingly utilized in destination branding. This study is one of only a few which focuses on the performing arts sector.

Business · Context (archaeology) · Geography · Novelty · Originality · Performing arts · Political science · Public relations · Qualitative research · Rebranding · Social science · Sociology · The arts · Tourism · Cultural Industries and Urban Development · Diverse Aspects of Tourism Research · Marketing · Psychology · Socioeconomic Development in Asia