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Abstract
The present study attempts to explore Chinese immigrants' preference of tourist activities during their homeland visits and examine how their past memories related to their homeland may influence their preference of tourist activities. Data were collected by using a semi-structured interview and a survey of 500 Chinese immigrants. The findings revealed two types of tourist activities, namely “sightseeing” and “relive the past”. It was found that respondents' length of living in Macao and their homeland, travel patterns, and use of their past memories related to their homeland in their present life could significantly influence their preference of tourist activities during their homeland visits. Moreover, respondents, who planned to revisit their homeland in the near future, had participated in these two types of tourist activities during their last homeland visit significantly more than those respondents who had not. The results suggested that the Chinese immigrants' preference of tourist activities during their homeland visit reflected their needs of connecting to their cultural identity, reliving their past life, and learning about the changes of their homeland and personal life over the past years. The findings offer some marketing implications for destination managers in relation to tourist experience management.