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This paper conducts an analysis of Macau's strength, weaknesses, opportunities and threats (SWOT) as related to its gaming development strategy in the wake of its issuance of multiple gaming licenses. The analysis shows that copying the Las Vegas style is non-optimal for Macau because it will force Macau to compete with Las Vegas and other Las Vegas-style Asian gaming destinations for casino visitors and fight with Hong Kong for non-gaming tourists in the future. Furthermore, this approach will change Macau's current market position as a gamblers' destination and cut into operation profits. Taking advantage of its cultural heritage and unique market segmentation, Macau may develop Chinese- and/or Portuguese-theme casinos heavily leaning toward gaming activities. By creating its own gaming model, Macau may not only maintain its market niche in the future but also develop its gaming industry in a more profitable way.
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Zheng Gu (2004) studied this question.
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