The evaluation results of the Postgraduate Scholarship of "Macao Studies" in 2019-2020 sponsored by the Macao foundation has been

announced recently. Guo Xiaokang, a doctoral student of the faculty of international tourism and management of City University of Macau,

won the scholarship for his doctoral dissertation titled "A study on the consumption behavior of shopping tourists from the perspective of

Howard-Sheth model: an empirical study based on the shopping tourism festival of New Yaohan, Macao”. The number of winners of the

scholarship is no more than 15 in Macao every year.

Guo Xiaokang's research focuses on the shopping tourism, taking the tourists who participate the shopping tourism festival of New Yaohan, Macao as the research objects, and deeply examines the relationship among Macau inbound tourists' motivation of shopping tourism,

perceived consumption value, and behavior intention. Based on the classical Howard-Sheth model of consumer behavior, this paper 

constructs a multi-level behavior model of shopping tourists, including destination, brand, and consumer characteristics. The research not

only contributes high theoretical value, but also provides important practical implementations for the sustainable development of shopping

tourism and festival tourism in Macao.

Tourism is the important industrial foundation in Macao; moreover, the construction of“world tourism and leisure center”is the strategic

positioning of the development of Macao. Therefore, the faculty of the international tourism and management of City University of Macau

has always encouraged teachers and students to attach more attention to the development of Macao tourism industry, and strive to

transform the scientific research achievements into the driving force of the sustainable and diversified development of Macao.

Guo Xiaokang, Ph.D.candidate

The cover page of doctoral dissertation proposal