Reawakening Macanese identity: the impact of Chinese outbound tourism

The purpose of this paper examines the potential role of Chinese outbound tourism as a catalyst of change for the Macanese identity. There is an emerging trend to have a new identity amongst Macanese residents to valorize cultural and heritage assets. By using Bourdieu�s concept of habitus, it proposes that the social media space is built to voice concerns of language, place attachment and induced public participation. The study utilizes a mixed method approach comprising a survey for netizens and content analysis of online discussions, in order to fully understand changes due to Chinese outbound tourism.