The purpose of this study is to summarize the factors that result in V-shape rebound of Macau gambling industry's from 2014 to 2019. Both internal and external factors are examined and discussed by representatives from academia, industry and government.
Practitioners from the gambling industry offered their cutting-edged analysis and viewpoints with observation and comments from scholars and government representatives in gambling domain.
Internally, actions are taken by both the Macau government and Macau casino operators to rebrand Macau with nongambling elements and to adjust the strategies to attract more tourists from a wider range. Externally, global economic upturn and support from the China government also enhance Macau's quick rebound. A total of nine key factors are finally recognized.
This study provides answers and sense-making explanations to why Macau gambling industry can recover in such a short time after a big drop in Gross Gambling Revenue in 2014. This work reveals that Macau, by learning the lessons from the dramatic decline, conducts various self-rescue action plans which contribute to the quick V-shape rebound. This study is also a self-examination of Macau gambling industry from the firsthand perspectives of scholars, government representatives and casino management.
The work was funded by research committee of University of Macau (Ref. No: MYRG2019-00037-FBA and MYRG2018-00078-FBA). The authors thank valued insights and comments from Mr Raymond Ho, Vice President of VIP Gaming Operations, Sands China, who owns MBA degree from University of Macau.
Liu, M.T., Dong, S., Chang, S.K.P. and Tan, F. (2020), "Macau gambling industry's quick V-shape rebound from 2014 to 2019", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-08-2019-0489Download as .RIS
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