Segmenting Chinese Visitors to Macau by Information Source Variables

ABSTRACT This study examined Chinese tourists' information behaviors from multi-dimensional perspectives. The goal was to uncover outbound Chinese tourist information acquisition patterns and characteristics and thus provide meaningful implications for communication strategies for this emerging outbound market. Data were gathered in Macau through onsite personal interviews of Chinese visitors. By adopting a multidimensional approach, this research incorporated measures that take into consideration of where and when individuals access information during their vacation planning and how extensively they use each information source. The results indicated first-time Chinese tourists to Macau resorted to multiple information sources at various decision stages and that they can be classified into four segments by their information acquisition patterns: (1) minimal information seekers, (2) active seekers, (3) package travelers, and (4) independent travelers.