Research on the Problems and Strategies of Diversified Tourism Development in Macau

澳门作为世界著名的旅游目的地，长期以来以特许娱乐业为主导产业，但过度依赖特许娱乐业也带来了诸多挑战。本研究通过分析澳门旅游业的现状，识别了产业结构单一、区域竞争加剧、旅游资源开发不足和文化内涵挖掘不深等问题。在此基础上，提出了产品多元化、市场多元化、产业融合和政策支持等发展策略。研究结果表明，澳门旅游业要实现可持续发展，必须摆脱对特许娱乐业的单一依赖，向多元化方向发展。As a world-famous tourist destination, Macao has long been dominated by the franchise entertainment industry, but over-reliance on the franchise entertainment industry has also brought many challenges. By analyzing the current situation of Macao’s tourism industry, this study identifies some problems, such as single industrial structure, intensified regional competition, insufficient development of tourism resources and deep excavation of cultural connotation. On this basis, the development strategies such as product diversification, market diversification, industrial integration and policy support are put forward. The results show that in order to achieve sustainable development, Macao’s tourism industry must get rid of the single dependence on the franchise entertainment industry and develop in a diversified direction.