Macao Government Tourist Office

This thesis is composed of two parts.Part I (the case): Since 1992, Macao Government Tourist Office has assigned " Compass Public Relations Ltd" as the marketing representative of Taiwan and started tourism marketing activities. Macao International Airport that was inaugurated in 1995, enhanced the arrival statistics of Taiwan market tremendously. However the number of overnight guests continued to drop representing existing problems in the process of marketing Macao. At the beginning of 2002, the director of Macao Government Tourist Office decided to adjust the marketing strategies and set the target of increasing overnight guest to 20% of total arrival for Taiwan market.Part n (the case analysis): Macao Government Tourist Office should analyse the motives of travel for Taiwanese and classify the gaming, relaxation and pleasure as the target of first priority. The image of casino city like Las Vegas should be built up. Furhtermore, the drug stores of Macao that cheated tourists should be wiped out The last but not least, the Cabinet of Tourism Development of Macao should be set up to coordinate other government departments concerning subjects of tourism policies and infrastructures.