Tourists like to explore different type of cuisine in Macau and they enjoy the high food quality, low food price, nice atmosphere,and good services that they encounter in restaurants located in integrated resorts. However, the results of this study indicate that the provision of good F&B services alone is not sufficient for retaining customer loyalty (total effect = 0.162). This is possibly because the provision of F&B is taken as a given, something that can be found in all integrated resorts. It is suggested that this can be addressed by greater product differentiation in terms of F&B in a market characterized by quite a degree of similarity.