WHAT ATTRIBUTES ARE SOUGHT BY CHINESE CASINO VISITORS WHEN THEY VISIT A CASINO?

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Published: May 23, 2013
DOI: https://doi.org/10.5750/jgbe.v7i1.627
Keywords:
casino visitors gamblers benefit segmentation service elements

Main Article Content

Sow Hup Chan
Faculty of Business Administration, University of Macau Av. Tomas Pereira SJ Taipa Macau
Penny Yim King Wan
Institute for Tourism Studies Colina de Mong-Ha, Macao, China
Mark Speece
College of Business and Economics American University of Kuwait P.O.Box 3323, Safat 13034, Kuwait

Abstract

Understanding what attributes are sought by casino visitors during their visit to a casino can enable casino operators to enhance the quality of service elements. This study assessed the important casino attributes that casino visitors seek when visiting a casino. The study also seek to identify the major segments of casino visitors with similar preferences for casino attributes, and determine whether difference(s) may exist between segments in terms of trip behavior and socio-demographic characteristics. Using the benefit segmentation approach, quantitative data were collected from 371 Chinese casino visitors. Four distinct segments of Chinese casino visitors were identified; namely games customers, casual tryout customers, employee service customers, and casino goers. Two segments were actually concerned with gaming specifically. Based on the findings, we established that casinos need to identify strategic segments and allocate adequate resources to achieve the competitive advantages of each segment. Casinos also need to develop innovative products or services for particular segments whose members may not see gaming as the main reason to visit casinos. This research highlights the need to use benefit segmentation to understand the visitors to casino properties.

Article Details

Issue
Vol. 7 No. 1 (2013)
Section
Articles

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