Research on Marketing Strategies of Macao Parent-child Tourism under the Influence of Guangdong-Hong Kong-Macao Greater Bay Area

Abstract

The increasingly close communication between Guangdong, Hong Kong, and Macao has brought funds and opportunities to the tourism industry in Macao. With the continuous development of tourism, the drawbacks of gambling being the dominant industry and the potential of other industries are also constantly emerging. The Macao Tourism Bureau proposed the "tourism+" concept and advocated for the diversified development of the tourism industry. This article adopts the PESTEL model to analyze the marketing strategies of Macao's parent-child tourism industry under the influence of the Greater Bay Area. There were four basic issues, including the negative impact of the gambling industry, resource scarcity, the need for improvement in tourism technology innovation, and similarities with Hong Kong. To solve the above problems and promote its advantages, some solutions have been proposed, including improving the image of Macao, preferential policies, making good use of local cuisine and cultural heritage, increasing the utilization of space, innovating tourism technology, and distinguishing itself from Hong Kong. These suggestions can utilize the opportunities brought by the Guangdong Hong Kong Macao Greater Bay Area and develop the marketing of Macao's parent-child tourism industry.