Sustainable Developments of Public Relations Industry in Macao: Perspectives of Non-Public Relations Leaders serve as Public Relations Professionals at Gaming and Hospitality Industry

Weng Si Kuok, Luis Miguel Dos Santos


After the liberalization of gaming industry in 2002, Macao has experienced a large number of business, social, and industrial changes during the past decade. During the early 2000 and before, most of the non-profit and for-profit organizations might not have any established departments and sectors for the purpose of public relations. The purpose of this study mainly aimed to understand the socioeconomic development of Macao during (2005-2015) has influenced the demand and importance of public relations professionals. The researchers have conducted interviews with 9 non-public relations leaders serve as public relations professional at hospitality and tourism industry for their perspectives and understanding of the current industrial dynamic in Macao. The study discovered three main themes about 1) the importance of public relations from the practitioners’ perspective; 2) responsibilities and roles; and 3) requirements of contemporary organizations. The outcomes of this study may able to provide a holistic pictures and recommendations for hospitality and tourism industrial leaders, private agencies and NGOs administrators to upgrade and re-consider their human resource planning and public relations management into a higher level.

Full Text:



Au, N., Tsai, H., & Ieong, K.F. (2009). Working in Macau casino: The perceptions of Hong Kong tertiary students majoring in hospitality. Asia Pacific Journal of Tourism Research, 14(4), 403-417.

Ball, S., Horner, S., & Nield, K. (2007). Contemporary hospitality and tourism management issues in China and India: Today’s Dragons and Tigers. Amsterdam: Elsevier.

Broom, G. M., & Smith, G. D. (1979, August). Toward an understanding of public relations roles: An empirical test of five role models' impact on clients. Paper presented at the Annual Meeting of the Association for Education in Journalism, Seattle, WA

Cheng, C.M.B. (1999). Macau: A cultural janus. Hong Kong: Hong Kong University Press.

Creswell, J.W. (2007). Qualitative inquiry and research design: Choosing among five approaches (2nd ed.). Thousand Oaks: Sage.

DICJ (2009).Gaming Inspection and coordination Bureau. Information Retrieved 15 September 2013, from

DSEC (2013a).Macao Statistics and Census Service. Tourism operating establishments. Retrieved October 08, 2013, from

DSEC (2013b).Macao Statistics and Census Service.Tax revenue from GamblingRetrieved October 20, 2013, from

Feifer, M. (1986). Tourism in history: from Imperial Rome to the present day. Briarcliff Manor, N.Y.: Stein and Day.

Gonzales, A.A., Lyson, T. A., &Mauer, K. W. (2007).What Does A Casino Mean To A Tribe? Assessing The Impact Of Casino Development On Indian Reservations In Arizona And New Mexico."The Social Science Journal44(3), 405-419.

Grunig, J. E.,& Hung, C. F. (2002). The effect of relationships on reputation and reputation on relationships: A cognitive, behavioral study. Paper presented at the PRSA Educator’s Academy 5th Annual International, Interdisciplinary Public Relations Research Conference, Miami, Florida.

Hashimoto, K. (2008).Casino management: a strategic approach. Upper Saddle River, N.J.: Pearson Prentice Hall.

Lee, C. K., & Back, K. J. (2003). Pre- And Post-Casino Impact Of Residents' Perception. Annals of Tourism Research 30(4): 868-885.

Leitão, L. (2012). Growing concern. Macao Business Magazine. October 2012, 104-105.

Lima, B.M.G. (2009). Biofuel Sustainability: Policies and Global Governance. Institute for Environmental Studies (IVM). Amsterdam: Vrije Universiteit.

Marshall, C., & Rossman, G. B. (2006).Designing qualitative research. Thousand Oaks, California: Sage Publications.

Merriam, S.B. (2009). Qualitative research: A guide to design and implementation. San Francisco: Jossey-Bass.

Qi, S., Law, R, & Buhalis, D. (2013). Who booked five-star hotels in Macau? A study of hotel guests’ online book intention. Journal of Hospitality and Tourism Management, 20, 76-83.

Thomas, D.R. (2006). A general inductive approach for analyzing qualitative evaluation data. American Journal of Evaluation, 27(2), 237-246.

Urry, J. (1990). The tourist gaze leisure and travel in contemporary societies. London: Sage Publications.

Wan, Y.K.P., & Pinheiro, F. V. (2009).Challenges and future strategies for heritage conservation in Macao. South Asian Journal of Tourism & Heritage. 2(1), 1-12.


Copyright (c) 2017 Weng Si Kuok, Luis Miguel Dos Santos

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

International Journal of Human Resource Studies  ISSN 2162-3058


Copyright © Macrothink Institute  

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.