As the gaming industry in Macau1 continues to expand rapidly, the fierce competition within the sector further compels the various gaming operators to fight for new customers and retain existing ones through aggressive undertaking and improved marketing efforts. While traditional communication channels are still massively engaged, there raises a question of the effectiveness of such channels from the cost-benefit and environmental friendly viewpoint. With the popularity of the Internet and the rise of social media, this research paper explores the influence of social media in creating visitation to casinos in Macau and its role in information searching during the whole travel planning process – before, during, and after the trip.