Master of Hospitality Administration
Graduate Faculty Representative
Jeff L. Voyles, Chair
Number of Pages
Statement of Purpose:
The purpose of this paper is to examine Macau’s present gaming environment and identify factors that will contribute to the success of a mass gaming market in Macau. The study intends to provide economic justification and tourism policy considerations which support the growth of Macau’s mass gaming market by taking advantage of the booming Chinese economy and the fast growing popularity of gaming in China. In addition, this study will examine literature supporting Macau’s transformation from a simpler gamblers’ destination into a Las Vegas style international gaming, entertainment, and tourism destination, as well as arguments for sustaining steady gaming revenue growth while maintaining competitiveness to confront gaming proliferation in the Asia-Pacific region. Ultimately, the information summarized in this paper should provide the Macau SAR Government and the decision-makers of Macau’s tourism and gaming industry with important practical applications they need to formulate strategies for developing a diversified market, sustain gaming revenue growth, and develop as a world-class tourism destination.
China – Macau; Gambling – Marketing; Gambling industry; Resorts; Tourism
Business Administration, Management, and Operations | Finance and Financial Management | Gaming and Casino Operations Management | International Business | Strategic Management Policy | Tourism and Travel
Chen, Chia-Li, "Identify Key Business Strategies to Target the Mass Market in Macau" (2011). UNLV Theses, Dissertations, Professional Papers, and Capstones. 1050.
Business Administration, Management, and Operations Commons, Finance and Financial Management Commons, Gaming and Casino Operations Management Commons, International Business Commons, Strategic Management Policy Commons, Tourism and Travel Commons