Testing the effectiveness of acquisition marketing strategies: The case of Australian land-based casinos

Tuguinay, Jovanie and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Moyle, Brent (2022) Testing the effectiveness of acquisition marketing strategies: The case of Australian land-based casinos. In: CAUTHE 2022: Conference Online: Shaping the Next Normal in Tourism, Hospitality and Events, 7 Feb - 9 Feb 2022, Brisbane, Australia.


Land-based casinos in Australia have growing concerns on business profitability, growth, and economic sustainability due to intensified competitive environment and challenges. The COVID-19 pandemic has affected casino businesses due to nationwide closures and restrictive operations to limit virus spread. With competition and challenges, casinos continuously look for strategies to address business profitability concerns and assist in recovering from the recent pandemic. Marketing strategies, specifically customer acquisition strategies, are important because they attract and acquire new casino customers (gaming and non-gaming customers) and potential markets (residents, communities, local and international tourists). This working paper presents the current research to explore acquisition strategies of Australian land-based casinos, particularly testing the effectiveness and the relationship of acquisition strategies to visiting and revisiting intentions among casino customers and potential markets, simultaneously testing the relationships of proposed mediator: casino image and moderator: casino visiting motivations to the tested relationship. An empirical study with a sequential exploratory mixed-methods design is proposed to test the relationships and hypotheses.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Lecture)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 21 Jul 2022 04:57
Last Modified: 21 Jul 2022 04:57
Uncontrolled Keywords: Australia; casino; competition and challenges
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
Identification Number or DOI: https://doi.org/10.3316/informit.421621206066867
URI: http://eprints.usq.edu.au/id/eprint/49820

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