A study in which IFTM scholars participated explores the potential role of performing arts in promoting tourism destinations.
Research Corner | Partnership between Macau Business and Macao Tourism Institute (IFTM)
Performing arts play a role in enhancing tourists’ perception of a particular destination, says a study involving two researchers from the Macau Institute of Tourism Research (IFTM). Staging such performances could be an “influential attribute” for locations that might otherwise lack major attractions for visitors, the researchers said. increase.
“Therefore, branded performing arts programs should be emphasized in tourism marketing efforts where appropriate,” they suggested.
This research was conducted by IFTM scholars Dr. Joe Zhou Yong and Dr. Soey Lei Sut Ieng in collaboration with Dr. Yan Libo, Macau University of Science and Technology. The findings were published in an academic paper, “Linking Tourist Performing Arts Experiences with Perceived Imagery of Destinations.” It was published in the academic journal Tourism Recreation Research last year.
This work was financially supported by the Macau Science and Technology Foundation.
This survey is based on a survey completed by a sample of 419 tourists. They were all watching a live circus performance in the arena of a major amusement park resort in the neighboring mainland city of Zhuhai.
The research team concluded that performing arts performances can be an “effective means” of introducing visitors to the “cultural attractions and varied offerings” of a particular destination. In places that lack “natural or physical attraction” but are “enthusiastic to change or improve” the way they are perceived by tourists, “performing arts can be an excellent and easy-to-implement option in your strategic toolkit.” It’s possible,” the researchers suggest. .
A good performing arts experience has a “high potential” to “enhance the image of the destination,” say three academics. “This is an interesting finding, as very few studies to date have explored such relationships.”
“Beautify” the image of the destination
The study concluded that the tourist experience of both core and supplementary services related to performing arts products has a “significant impact” on how tourists perceive the value of the offering. rice field. This, in turn, affected tourist satisfaction and ultimately the way hosts judged their destination’s image from a ‘cognitive’ and ’emotional’ perspective.
“Core Service” for Performing Arts Services refers to the “show” or “act” experience. “Ancillary services” refer to venues where performances are held, ancillary facilities, ticketing, transportation to venues, etc.
The study authors emphasized that Chinese tourists are less interested in additional services than core services. Performance organizers had to ensure the quality of supplementary services, but should consider “allocating more resources” to develop and improve core services for such visitors. was proposed.
Performing arts should not be limited to meeting community needs, the team of academics argued. The role played by the performance of such works is likely to expand, with performing arts becoming “important tourism economic activities” and “image beautification of destinations”.
Providing visitors with theater-based performing arts programs is an “effective way” to diversify a destination’s tourism product offering, the researchers said. Diversification of products and attractions over time “helped retain tourists” in the location, helped “encourage repeat visits”, and helped generate “word-of-mouth recommendations”.
A team of academics said the performing arts production could “contribute to sustainable tourism development.” Their research focused on performing arts performances in arena settings, which the authors describe as a form of ‘alternative tourism’. The benefits of this form of consumption by tourists are attributed to the fact that live art products enrich the tourist experience, “extend their stay at the destination” and “have relatively little negative impact on residents,” the study said. said the person.
Dr. Joe Chow Assistant Professor at Macau Institute of Tourism (IFTM). He holds his PhD from the Hong Kong Polytechnic University. His research interests focus on destination development, research on tourism impacts and community perceptions, and event and festival tourism.
IFTM Instructor Dr. Soey Lei Sut Ieng PhD from Hong Kong Polytechnic University. Her research focuses on the impact of technological innovations on consumer behavior in the tourism and hospitality industry, with a focus on her mobile applications and her digital marketing.
Dr. Jan Libo Associate professor at Macau University of Science and Technology. He holds his PhD from the Hong Kong Polytechnic University. His academic research interests include tourism experience, tourist attractions, destination marketing and destination management. He is an editorial board member of the academic journal Tourism Review.
(Joe) Yong Zhou, Sut Ieng Lei, Libo Yan: “Relating Tourist Experiences of Performing Arts with Destination Images,” Tourism Recreation Research, Vol. 46, No. 1, pp. 71-84, 2021.