Perception And Identity Of Consumption Space Of Venetian Resort In Macao By Mainland Tourists

In recent years,the Macao government has been trying to develop its image from the destination of gambling tourism to the more diversified famous tourist places.However,from the current academic research and consumption phenomenon,mainland tourists still regard Macao as a destination to experience gambling tourism,and the perception of its historical culture,festival and exhibition and other tourism resources is always weak.Although there are also some studies at home and abroad related to some of the characteristics of mainland tourists' behavior in Macao,some interpretations still fail to truly reveal the particularity of mainland tourists' motivation,behavior and experience in Macao gambling tourism,and do not answer the reasons well,so it is necessary to carry out more detailed exploration.The author believes that the concepts“consumption space” and “consumption of space” are worthy of attention,hoping to take these two concepts as the cut-in point to analyze the tourism consumption behavior of mainland tourists to Macau“Venetian ”,and thus put forward four research questions: first,the motivation of mainland tourists to Venetian and the consumption behavior of Venetian;second,whether mainland tourists to Macau identify the existence of consumption space of Venetian resorts? How do they perceive this consumption space? What kind of identity does it generate?This is one of the core issues in this paper;third,what factors will affect the perception and identity of mainland tourists about the consumption space of “Venetian ”?Fourth,how do mainland tourists view the difference between gambling consumption and non-gaming consumption?The experience of mainland tourists about Macau's tourist destination began when they stepped into the Zhuhai-Macao transit pass,and their perception of the“Venetian” consumption space began gradually from here.Therefore,the spatial perception described in this paper includes not only the perception of the inner space of the “Venetian”,but also the perception of its outer space(such as the location of the space),and the identity of the mainland tourists to “Venetian” is also based on the formation of the perception of its inner and outer space.Therefore,this paper divides the perception process of “Venetian” by mainland tourists into four parts: transit perception,location perception,spatial structure perception and internal consumption space perception,in order to explore the process of recognition,confirmation and perception of "Venetian" consumption space by mainland tourists.Based on the theory of consumption space,this paper uses quantitative and qualitative research methods,through the analysis of questionnaire data(428 valid questionnaires collected offline)and interview data(17 interview samples),on the basis of exploring the basic tourism behavior of mainland tourists to Australia,it focuses on the characteristics of the whole process from spatial identification,confirmation,to specific spatial perception.The main conclusions of this study are as follows:First,Mainland tourists have a strong sense of transit and location,indicating that mainland tourists to Macaw can recognize the existence of “Venetian” resorts,and reflect the characteristics of “Venetian” with certain isolation characteristics and more successful scale effect.The location perception of mainland tourists is influenced by the frequency of travel to Macao and whether they are involved in gambling behavior,which reflects that the more familiar the respondents are to the "Venetian ",the stronger perception of the spatial location.Second,The perception of “Venetian” by mainland tourists is identical.From the perception of the inner spatial characteristics of the Venetian,the perception of the spatial structure and type,and the perception extending to the location of the space,the perceptual characteristics of the space are highly similar — gambling theme,and this identical is often expected by mainland tourists,reflecting their imagination to come to a place where gambling is legalized and the process of this imagination is confirmed.Third,the identity of Venetian by mainland tourists can be divided into three aspects: the identity of physical space,the identity of cultural space and the identity of space subject.Through the process of transit perception,location perception,spatial structure perception and perception of internal spatial elements,the mainland tourists have realized the functional identity of the “Venetian”,gambling theme integrated resort.From the architectural symbol and stage show,they have got a kind of exotic experience,realized the aesthetic identity of European style architecture;through stage show and actor interaction,they have felt and experienced the Italian style of life in the interactive space,resulting in a deep cultural identity.Different consumers have different value orientation to the space subject in the gambling area,mostly mainland tourists understand the entertainment pursuit of rational gamblers,and at the same time express negation and sympathy to irrational gamblers.Forth,Tourism consumption of mainland tourists to Macao shows the tendency of spatial consumption: tourists will interpret the meaning of space in the process of interaction with space.From the convenience of transportation to the gambling consumption space to the luxury style of these consumption spaces(which brings strong visual impact to tourists),various phenomena show that Macao's large investment in the gambling industry will strengthen the perception of Macao's“gambling capital” image by mainland tourists.In contrast,cultural tourism consumption space brings consumers a weak perception,which is one of the reasons why mainland tourists have a weak perception of Macao's “historical and cultural city” image.The innovation of this study lies in: attaching importance to the characteristics of mainland tourists,understanding the gaming tourism space from the perspective of“consumption space”,trying to bring some new ideas and theoretical significance for the research of gaming tourism and consumption space,especially for the research content of spatial perception and identity of gaming tourists.Based on the qualitative research method and the semantic difference method(SD method),this paper is innovative in studying tourists' perception of "Venetian" consumption space.