Research Article
Shaping Macau's Tourism Image from Macau Tourism Promotional Film
@INPROCEEDINGS{10.4108/eai.24-5-2024.2350132, author={Jian Wu and Hongbo Ge}, title={Shaping Macau's Tourism Image from Macau Tourism Promotional Film}, proceedings={Proceedings of the 3rd International Conference on Art Design and Digital Technology, ADDT 2024, May 24--26, 2024, Luoyang, China}, publisher={EAI}, proceedings_a={ADDT}, year={2024}, month={9}, keywords={macau tourism image; macau tourism promotional film; tourism products}, doi={10.4108/eai.24-5-2024.2350132} }- Jian Wu
Hongbo Ge
Year: 2024
Shaping Macau's Tourism Image from Macau Tourism Promotional Film
ADDT
EAI
DOI: 10.4108/eai.24-5-2024.2350132
Abstract
The Macau Government Tourist Office (MGTO), in the Master Plan for the Development of Tourism in Macau, formally positioned Macau's tourism image as a "World Centre of Tourism and Leisure" and explained its three dimensions, namely world cultural heritage, impressive tourism products and rich leisure experiences. By categorising the tourism products featured in Macau's tourism promotional films from 2016 to 2023, and counting the duration and percentage of their footage, it was found that most of the tourism images they portrayed of Macau involved the World Heritage Sites, while the latter two were missing. As far as the strategic suggestions are concerned, diversified tourism products and spectacled audiovisual effects are the aspects that need to be focused on in the creation of future Macau tourism promotional films.