Destination attractiveness and place attachment: a multi-group analysis of visitors from the Greater China Region

Abstract

ABSTRACT The study examines the attitudes of 854 respondents arriving in Macau from Mainland China, Taiwan and Hong Kong. The study examines (1) to what extent are there differences in perceived destination attractiveness, destination value and satisfaction between these three groups, (2) is there evidence of intra-ethnic differences and similarities? A multi-dimensional model is analysed using partial least square analysis accompanied by multi-group analysis. The findings demonstrate that intra-cultural variation can exist within a similar Chinese ethnic background, based in part on differing attitudes toward symbolic values. In short, the Chinese ethnic groups evidence intra-group differences, but it is suggested that these differences are explained by factors other than culture. This study contributes to research on intra-ethnicity/cultural variation. The conceptual and managerial implications are examined.