Optimization of the Diversification Development of Macao Tourism——Base on the Relationship between Tourist Types and the Quality of Tourism Leisure Experience

Based on the symbolism perspective of tourism experience, this paper investigates the elements of tourism experience and the quality of tourism leisure experience in Macao through questionnaire survey. The results show that there is a significant correlation between the types of tourists based on experience characteristics and the types of tourism leisure experience quality. Specific correlations are as follows: (1) the multiple involvement type is closely related to the quality of emotional satisfaction type and self and interpersonal promotion type; (2) the heritage sightseeing type is closely related to the quality of emotional satisfaction type, self and interpersonal promotion type and low-level experience type; (3) the low involvement type is closely related to the quality of low-level experience type; (4) the gambling and hedonism type is closely related to the quality of freedom and aesthetic sense type. From the present findings, the following conclusions are drawn: (1) Macao experience elements present diversification and heterogeneity, leading the tourist market from simplification to popularization and individualization; (2) the value that Macao experience elements supply shows obvious characteristics of declining in benefits and being static in the process of transmission; (3) there is a contradiction between emotion and freedom in the quality of leisure experience of tourists in Macao; (4) the strong resource heterogeneity contradicts the weak product visualization and the fragmentation of planning in Macao's core experience element, cultural heritage. Finally, the optimization strategy of Macao's tourism diversification development is put forward.