Culture, History, and Hospitality Public-Private Partnership of the Gaming Industry and the Macau SAR Government in the Cultural Tourism /Natural Kou, Chi In

In 2020, the breakout of COVID-19 affected the global economy and world connections overall. COVID-19 also revealed the dangers of over-reliance on the gaming industry in Macau. In January 2020, the Individual Visit Scheme to Macau was suspended and casino operations were suspended for 15 days in February. As a result of these decisions, casinos shut down, gaming revenues dropped, and many gaming employees became an economic burden. The drawback of this over-reliance became extremely apparent after the COVID-19 outbreak.
Over the past 10 years, proponents of gaming transformation and proponents of Macau economic reform have become more vocal, particularly after Central Government Chairman Xi JinPing launched the Anti-Corruption Campaign and proposed ‘The Silk Road Economic Belt and the 21st-century Maritime Silk Road’ (here and after cited as “B&R”) (‘The Silk Road Economic Belt and the 21st-Century Maritime Silk Road’, 2015). Xi has governed China since 2013. Both measures have had a huge impact on the gaming industry and Macau, as the gross gaming revenue has dropped since 2014, making it obvious that the development of the gaming industry is highly correlated to national policies, the diversity of Macau’s economy, and the gaming industry, which was in high-gear until 2020. In the earlier part of 2006, G.J. McCartney identified the three most attractive features of the city of Macau as: World Heritage Site, Gaming, and Events (G. J. McCartney, 2006). In 2009, Macau was designated as a World Tourism and Leisure Center for the first time during “The Outline of the Pearl River Delta Reform and Development Plan (2008-2020)” (The Outline of the Pearl River Delta Reform and Development Plan (2008-2020), 2008).
After a 10-year development period, Meneses mentions that culture and gaming are now the two main attractions of Macau (João Paulo Meneses, 2016, 2020). In fact, and until today, culture remains mainstream in Macau.
Cultural tourism is a global trend. In the city of Macau, the historical center of Macau and the “Macau-Creative City of Gastronomy” (Macao Designated as UNESCO Creative City of Gastronomy, n.d.) both led Macau to step onto the international stage. Ultimately, cultural heritage (tangible and intangible) and tourism are critical to Macau.
Regarding these two subjects: necessary diversification and the development of cultural tourism, many scholars have many different opinions on these topics. For example, a number of people believe that culture and gaming are contradictory and cannot co-exist, because there have been many controversial disputes which occurred during the period of gaming development, such as family life and relationships, cost of living, traffic problems, education, land used, and the protection of Macau’s heritage(G. McCartney & Weng In, 2016; Wan, Penny, and Francisco V. Pinheiro., 2011; Zheng & Hung, 2012). Up until now, the public has viewed these two elements from a rather outdated and stereotypical perspective. Menese, on the other hand, has raised this question at the end of his article, ‘The victory of special heritage’ of Macau’s business, mentioning that despite culture and gaming being the main two attractions of Macau and being a seemingly incompatible pair, it would be possible to derive synergies (win-win solution) from such a situation (João Paulo Meneses, 2016, 2020).
Macau is a complex city containing elements of both East and West. Macau was the first city where the Europeans settled in China and was also the last city returned to China from a European nation (Pinheiro, 2016). Although the Portuguese colonized Macau, cultural exchanges have not only existed between Portugal and China. Macau became an exceptional model of Western and Chinese cultural exchange for more than 500 years. It is a fusion of different races, languages, religions, architecture, cuisines, and cultures, which has resulted in the creation of a unique character, particularly in the case of historical monuments. According to David Picard and Mike Robinson, culture can be transformed and diversified into a cultural economy (Robinson et al., 2006) Likewise, Ashworth believes that heritage can be created and this will help develop a reputation and provide benefits for the communities involved(Ashworth & Larkham, 2013). It is obvious that culture is a solution to the problem of social stabilization and the local dissatisfaction, which is caused by over-reliance on the gaming industry and will benefit to build the reputation of any given place.
Additionally, it is a good direction for gaming and the development of Macau’s economy. Furthermore, Picard and Robinson also mention that when culture becomes an economic asset, education is needed to ensure that employees understand different cultures and different cultural sensitivities. This is very important for tourism employees and the company itself, and it is also very important for tourists (David Picard & Mike Robinson, 2006).
UNESCO provides a model for such a cooperation - Public Private Partnership, and The International Congress of "Culture: Key to Sustainable Development", which was held in Hangzhou (China) from May 15 to May 17, 2013, and which concluded that Public Private Partnership has achieved sustainable development and various other types of success in the area of culture(The Hangzhou International Congress Culture: Key to Sustainable Development .:. Sustainable Development Knowledge Platform, n.d.). For this reason, cultural tourism development will become a new trend, as new projects are expected to address these emerging expectations, bringing greater convenience to all visitors, industry operators, and residents. Therefore, Macau may use this model as ideal and foundational and as a way to develop its unique cultural heritage advantage.
Macau is over-reliant on gaming tourism. Not only does it go against political measures in China, but Macau's economic situation remains critical after COVID-19. Therefore, Macau must diversify and transition its economy from gaming tourism to cultural tourism. To do so, Macau must build on certain advantages: its history and cultural heritage and progress towards a more diversified economy built on a synergy between gaming and cultural tourism. This synergy requires people working in the cultural tourism-gaming industry to be “educated.” Hence this study is based on the approach and premise that it is essential to use culture as a tool and PPP to develop cultural tourism. Moreover, this study will measure the preparation of gaming employees’ educational level through a series of qualitative interviews.