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    “Macao's nongaming entertainment, culture and city branding” jointly by Carlos Siu Lam and Lynn Jamieson has been published in Enlightening Tourism: A Pathmaking Journal (Scopus).

    The article “Macao's nongaming entertainment, culture and city branding” jointly by Carlos Siu Lam and Lynn Jamieson (Indiana University Bloomington, USA) has been published in Enlightening Tourism: A Pathmaking Journal (Scopus).

    Although entertainment can be a pull-factor to attract tourists in their trips, it can be easily duplicated in other jurisdictions. Focused on the non-gaming entertainment by the gaming concessionaires in Macao, this paper examines the entertainment development, and explores how these concessionaires identify the right entertainment for patrons and the challenges associated with such entertainment offerings. Despite Macao’s wealth of East-West culture, this study analyzes the use of such culture in Macao’s entertainment, and the creation of its unique branding. The integration of culture into such entertainment, when coupled with Macao’s smallness, may represent the essential factors to satisfy tourists’ multiple needs for entertainment products, thereby leading to Macao’s renewed branding as a center of tourism and leisure from its strong gaming image. The findings may be useful for gaming destinations planning to alter their branding.

    The article can be read here:
    http://www.uhu.es/publicaciones/ojs/index.php/et/article/view/5432

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