Developing Health Tourism in a Gaming City: Stakeholder Perceptions of a Proposed Strategy

Abstract

ABSTRACT Macao, a tourism city and a special administrative region of China, is known for its gaming industry, which accounts for the majority of its local GDP. But its singular economy has invoked much concern, especially when it is severely hit by the recent pandemic. Among others, the development of health tourism has been one of the diversification and sustainable strategies proposed. This study explores the potential and feasibility of this seemingly out-of-tune strategic proposal. Sixteen purposefully selected informants representing key strategic perspectives were approached and interviewed including academics and practitioners in health, wellness, medical and tourism fields, government legislative advisors and research institutes/associations in coordinated fields. Thematic analysis reveals an optimistic prospect in developing wellness tourism and a selection of medical tourism in Macao, capitalizing on the key trends identified, and a unique combination of VRIO (value, rarity, imitability, organization) resources and distinctive competencies that is only available in Macao. Possible implementation has also been discussed. The study contributes to scholarly knowledge of strategic visioning process.