An Empirical Study of Purchase Intention of Macau Tourists Based on Multiple Linear Regression -- Take the Ruins of St. Paul’s as an example

Abstract

The rapid development of Macao’s tourism economy has attracted a large number of domestic and foreign tourists to visit famous scenic spots in Macau, including the Ruins of St. Paul. The research object is to explore the impact of tourist factors on tourist attractions in Macau on their purchase intentions: (1) the impact of tourists coming to Macao on the local economy; (2) whether the infrastructure, service quality and other factors of local attractions in Macao are trusted by tourists; (3) based on the above factors, the willingness of tourists to consume in Macao. In order to study the future development direction of Macau’s tourism economy as well as to discover the existing problems in the tourism industry, this paper takes the Ruins of St. Paul’s attraction as the blueprint of the survey, and uses multiple linear regression to quantitatively analyze the six dimensions of Infrastructure Construction (IC), Public Transportation Services (PTS), Marketing Services (MS), Tourism Supervision Services (TSS), Perceived Trust Level (PTL), and Visitors’ Willingness to Spend Money at the Attraction (The six dimensions of PI) were quantitatively analyzed to derive the level of satisfaction regarding travelers’ visit to the St. Paul’s Pavilion, and ultimately the path coefficients associated with each variable. The results of the study revealed that :(1) When tourists visit the Ruins of St. Paul in Macao, the infrastructure, public transportation, market services, and trust of tourists in the attraction have a significant positive impact on the purchase decision of tourists, while the local tourism services have no significant impact on the purchase decision. (2) There is a positive correlation between tourists’ evaluation of the infrastructure, public transportation, market services and tourism supervision of the big three buses, and (3) the above factors are positively related to their trust in scenic spots and willingness to buy, indicating that there is a certain relationship between different variables. The results of this analysis and the corresponding conclusions drawn provide a reference for enhancing the overall tourism development of the city of Macau.