Hello! We are students from IRTM7042: Direct Marketing and Customer Relationship Management in Integrated Resorts. This survey aims to understand the travel preferences of young travelers aged 18–30 who have previously visited Macao.
Our project explores how Wynn Macao and the historic area of Rua da Felicidade, Rua de Cinco de Outubro and Rua dos Mercadores can be combined into an appealing travel experience for young visitors. Your responses will help us understand travel preferences, itinerary choices, budget considerations, and social media behavior.
The survey takes approximately 3–5 minutes. Participation is voluntary, and no name or contact information is required. All responses will be used only for academic purposes. There are no right or wrong answers, so please answer based on your own experience and preferences.
Thank you for your participation!
您好！我們是 IRTM7042「綜合度假村直接營銷與顧客關係管理」課程的學生。本問卷旨在瞭解 18–30歲、曾以休閒或旅遊目的到訪澳門的年輕旅客之旅遊偏好。
本項目探討如何將 澳門永利與福隆新街、十月初五街及草堆街一帶歷史街區結合，設計適合年輕旅客的旅遊體驗。您的回答將幫助我們瞭解旅遊偏好、行程選擇、預算考量及社交媒體使用習慣。
完成本問卷約需 3–5分鐘。參與完全自願，本問卷不要求提供姓名或聯絡方式，所有回答僅用於學術及課程項目用途。本問卷沒有正確或錯誤答案，請根據您的真實經驗及個人偏好作答。
感謝您的參與！
Instructions: Please follow the selection limit for each question.
作答說明: 請按每題說明選擇相應數量的選項。
Screening Questions 篩選題
1. What is your age group? 您的年齡屬於以下哪個組別？
Below 18 / 18歲以下 18–20 / 18–20歲 21–23 / 21–23歲 24–26 / 24–26歲 27–30 / 27–30歲 Above 30 / 30歲以上
2. Have you previously visited Macao for leisure or tourism purposes? 您是否曾以休閒或旅遊為目的到訪澳門？
Yes / 是 No / 否
Section 1 Young Traveller Profile and Macao Travel Behaviour 第一部分 年輕旅客背景與澳門旅遊行為
3. What is your current main status? 您目前的主要身份是？
Student / 學生 Employed / 在職人士 Self-employed / 自雇人士 Other (please specify): ________ / 其他（請注明）：________
4. How many times have you visited Macao for leisure or tourism? 您曾以休閒或旅遊為目的到訪澳門多少次？
Once / 1次 2–3 times / 2–3次 4–5 times / 4–5次 More than 5 times / 5次以上
5. Who do you usually travel to Macao with? 您通常與誰一起到澳門旅遊？
Alone / 獨自 Partner / 伴侶 Friends / 朋友 Family / 家人 Colleagues or classmates / 同事或同學 Other (please specify): ________ / 其他（請注明）：________
6. How long do you usually stay in Macao for a leisure trip? 您通常在澳門休閒旅遊時停留多久？
Day trip only / 即日往返 1 night / 1晚 2 nights / 2晚 3 nights or more / 3晚或以上
Section 2 Overall Macao Travel Priorities 第二部分 澳門旅遊整體偏好
7. If you were to visit Macao again, what would be your main reasons? 如果再次到澳門旅遊，您的主要原因會是哪些？
Local food / 本地美食 Culture and history / 文化與歷史 Shopping / 購物 Entertainment or events / 娛樂或活動 Integrated resorts / 綜合度假村 Luxury experiences / 奢華體驗 Taking photos / 拍照 Exploring local neighbourhoods / 探索本地社區 Discovering lesser-known places / 發掘小眾地點 Other (please specify): ________ / 其他（請注明）：________
8. Which type of place would you prefer to explore on your next Macao visit? 下次到澳門旅遊時，您更希望探索哪一類地點？
Mainly well-known attractions / 主要遊覽知名景點 Slightly more well-known attractions / 知名景點稍多 An equal mix of both / 兩者比例大致相同 Slightly more lesser-known local places / 小眾本地地點稍多 Mainly lesser-known local places / 主要探索小眾本地地點
Section 3 Integrated Resort and Non-Gaming Experience Preferences 第三部分 綜合度假村與非博彩體驗偏好
An integrated resort (IR) combines hotels, dining, shopping, entertainment and other facilities. The questions below focus on non-gaming experiences.
綜合度假村（IR）集酒店、餐飲、購物、娛樂等設施於一體。以下問題聚焦非博彩體驗。
9. When visiting an integrated resort in Macao, which experiences would you prioritise in your itinerary? 遊覽澳門綜合度假村時，您會優先安排哪些體驗？
Unique architecture and interior design / 獨特建築與室內設計 Dining experiences / 餐飲體驗 Artworks and exhibitions / 藝術作品與展覽 Shopping / 購物 Live entertainment or shows / 現場娛樂或表演 Photo spots / 拍照打卡地點 Luxury atmosphere / 奢華氛圍 Leisure and wellness experiences / 休閒與身心健康體驗 Free attractions and facilities / 免費景點與設施 Exclusive experiences only available at that resort / 該度假村獨有的專屬體驗 Other (please specify): ________ / 其他（請注明）：________
10. For you, which feature best defines a "unique experience" at an integrated resort? 對您而言，以下哪項最能體現綜合度假村的"獨特體驗"？
Seasonal or limited-time activities exclusive to the resort / 該度假村獨有的季節性或限時活動 Photo spots suitable for social media sharing / 適合社交媒體分享的拍照打卡地點 Premium dining or limited-time menus / 高端餐飲或限時菜單 Art exhibitions and large art installations / 藝術展覽與大型藝術裝置 Immersive shows and interactive entertainment / 沈浸式表演與互動娛樂 High-quality spa and relaxation facilities / 高品質水療與休閒設施 Large-scale attractions with free admission / 免費開放的大型景點 Distinctive architectural spaces to explore at leisure / 適合悠閒探索的特色建築空間
Section 4 Historic District and Local Culture Preferences 第四部分 歷史街區與本地文化偏好
In this section, "the historic area" refers to the Rua da Felicidade, Rua de Cinco de Outubro and Rua dos Mercadores area in Macao.
本部分的"歷史街區"指澳門福隆新街、十月初五街及草堆街一帶。
11. Before reading this survey, were you familiar with the Rua da Felicidade, Rua de Cinco de Outubro and Rua dos Mercadores area? 在閱讀本問卷之前，您是否已經瞭解福隆新街、十月初五街及草堆街一帶？
I had heard of the area and had visited it / 聽說過，而且曾經到訪 I had heard of the area but had never visited it / 聽說過，但從未到訪 I had not heard of the area / 之前沒有聽說過這一帶
12. Which features would most attract you to visit this historic area? 以下哪些特色最能吸引您遊覽這一歷史街區？
Local food / 本地美食 Traditional architecture and historic streetscapes / 傳統建築與老街風貌 Cultural stories of the area / 街區文化故事 Street photography and hidden gems / 街拍打卡與小眾隱藏地點 Night-time atmosphere / 夜間氛圍
13. How would you prefer to explore this historic area? 您更希望以哪種方式探索這一歷史街區？
Explore freely on foot / 自由步行探索 Follow a pre-planned route / 跟隨規劃好的遊覽路線 Follow a social media checklist of recommended spots / 跟隨社交媒體推薦的打卡清單 Join a cultural guided tour / 參加文化導賞活動
14. What would be the biggest barrier to visiting this historic area? 以下哪一個因素最可能阻礙您遊覽這一歷史街區？
Lack of awareness — I did not know this area could be visited as part of a sightseeing trip / 認知不足——我之前不知道這一帶可以作為旅遊遊覽區域 Inconvenient transportation / 交通不便 Insufficient online information to plan a visit / 網上缺少足夠資料，難以規劃遊覽 Too similar to other historic streets / 與其他老街相似，缺乏新意 Unclear sightseeing routes / 缺乏清晰的遊覽路線 Few activities to take part in / 可參與的活動較少 Nothing would particularly discourage me / 沒有特別阻礙我前往的因素 Other (please specify): ________ / 其他（請注明）：________
Section 5 Budget Itinerary and Social Media Preferences 第五部分 預算 行程與社交媒體偏好
15. What itinerary length would you prefer for exploring an integrated resort and a historic area in Macao? 如果行程結合澳門的綜合度假村與歷史街區，您更偏好哪種行程長度？
Half a day / 半日游 One day / 一日游 Two days / 兩日游
16. What travel pace would you prefer when exploring Macao? 在澳門旅遊時，您更偏好哪種行程節奏？
Relaxed — fewer stops with more time at each / 輕鬆型——遊覽地點較少，每處停留時間較長 Balanced — a moderate number of stops at a comfortable pace / 均衡型——遊覽地點數量適中，節奏舒適 Fast-paced — visit as many attractions as possible / 緊湊型——遊覽盡可能多的景點
17. If an itinerary combines an integrated resort and a historic area, how would you prefer to divide your sightseeing time?如果行程同時包含綜合度假村與歷史街區，您希望如何分配兩者的遊覽時間？
Mostly at the integrated resort / 大部分時間安排在綜合度假村 Slightly more time at the integrated resort / 綜合度假村的時間稍多 About equal time at both / 兩者時間大致相同 Slightly more time in the historic area / 歷史街區的時間稍多 Mostly in the historic area / 大部分時間安排在歷史街區
18. For a one-day leisure itinerary in Macao, how much would you be willing to spend per person on food, local transportation and attractions or activities, excluding accommodation? 對於澳門一日休閒行程，在不包括住宿費用的情況下，您願意每人在餐飲、澳門本地交通及景點或活動上花費多少？
Below MOP 300 / 少於澳門幣300元 MOP 300–500 / 澳門幣300–500元 More than MOP 500 and up to MOP 800 / 超過澳門幣500元至800元 More than MOP 800 and up to MOP 1,200 / 超過澳門幣800元至1,200元 Above MOP 1,200 / 超過澳門幣1,200元
19. Which social media platform would you be most likely to use for Macao travel inspiration or information? 您最可能使用以下哪一個社交媒體平台尋找澳門旅遊靈感或資訊？
Xiaohongshu / 小紅書 TikTok / TikTok（抖音國際版） YouTube / YouTube Other (please specify): ________ / 其他（請注明）：________ I would not use social media for this purpose / 我不會通過社交媒體尋找這些資訊
20. Which types of content would most attract you to watch or engage with a Macao travel video on social media? 以下哪些內容最能吸引您在社交媒體上觀看澳門旅遊視頻或參與互動？
Food recommendations / 美食推薦 Hidden or lesser-known attractions / 小眾或較少人知道的景點 Photo spots / 拍照打卡地點 Local culture and history / 本地文化與歷史 Integrated resort experiences / 綜合度假村體驗 Itinerary or route guides / 旅遊行程或路線攻略 Shopping recommendations / 購物推薦 Local lifestyle / 澳門本地生活體驗 Budget travel tips / 省錢旅遊攻略