The influence of gaming and non-gaming experience on customers’ response to the casino

Prentice, Catherine ORCID: and Ji, Chunli and Li, Kefang (2021) The influence of gaming and non-gaming experience on customers’ response to the casino. Journal of Vacation Marketing. ISSN 1356-7667


The study examines how customers’ experiences with gaming and non-gaming services offered by casino resorts affect their response toward the casino with the primary visiting purpose being modelled as a moderator. The response opted for this study includes place attachment, customer spending within the casino premises during their trip, and willingness to revisit and spread word of mouth as loyalty indicators. The study was undertaken in Macau casino resorts. Data were collected from visitors who had gambled and consumed in at least one of the resorts. The results show that customer experience, place attachment, and spend were significantly related to customer loyalty. Place attachment accounts for customers’ spending at the casino. The moderation relationships are rather complex, dependent upon the influence of other variables. This research enriches experiential marketing, consumer behaviour, and loyalty research. The findings may also be utilised by casinos to develop more appropriate marketing strategies to maximise business profitability.

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Item Type: Article (Commonwealth Reporting Category C)
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: 26 Jul 2022 22:51
Last Modified: 26 Jul 2022 23:46
Uncontrolled Keywords: casino resorts; customer experience; customer loyalty; place attachment
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
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