Abstract: Macao is a city with fusion of Chinese and Portuguese colonial culture and heritage. The preservation and enhancement of this unique cultural heritage will enhance its attraction for visitors. At present, Macao is famous for its casinos and has been called the ‘Monte Carlo of the Orient’ with a vast amount of government revenue being collected from the casinos and gaming activities. Gaming has been an important part of Macao's tourism, with the ‘gaming paradise’ image of Macao being so dominant that a large proportion of visitors neglect its cultural heritage resources. Macao is the focus of this study because the government had submitted an application for Macao to the UNESCO World Heritage Centre in 2002 for adding 12 of the historical architectures in the SAR to its World Heritage list, and applied successfully in 2005, to promote Macao as the ‘City of Cultural Heritage in Asia’. Macao’s culture, gaming and entertainments form its major attraction for visitors and must be combined in order to boost Macao's multi-dimensional image and positive effects on the community in the long run. The development of quality cultural heritage tourism is needed in developing Macao as a cultural heritage tourism destination. Thus, the aim of this research is to develop and test a theoretical model of quality cultural heritage tourism. It offers an integrated approach to understanding cultural heritage development and management of tourist destinations, and attempts to extend the theoretical and empirical evidence regarding causal relationships including quality of experience, perceived quality, satisfaction and behaviour intentions. The previous literature has already presented the relationship among perceived quality, quality of experience, satisfaction and behaviour intentions in cultural heritage tourism. However, there is a relative lack of academic interest, particularly in Macao. This study tries to investigate the quality and related constructs in cultural heritage tourism. It seeks to understand the major constructs considered by local stakeholders and visitors in evaluating the quality in cultural heritage tourism, the importance of the availability of quality in the overall experience, visitors’ behaviour toward quality cultural heritage tourism and also the constructs related to quality.