Lou, Lai-Chu IvyLai-Chu IvyLouXie, Philip FeifanPhilip FeifanXie31/12/202031/12/20202020202020201940-7963https://dspace.usj.edu.mo/handle/123456789/515210.1080/19407963.2018.1505106The 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.enChinaMacauIdentitylinguistic sensitivityplace attachmentpublic participationtext::journal::journal article