Exploring the differences among Chinese casino gamblers’ characteristics, motivations and behaviors

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Exploring the differences among Chinese casino gamblers’ characteristics, motivations and behaviors
	Chan, S. H.; Wan, Y.K.P.; Wong, I.K.A.
	2015-06-01
Source Publication	Journal of Vacation Marketing
ISSN	1356-7667
Pages	23-36
Abstract	Few studies of gambling report subgroup differences within a culture. This study investigates whether there are subgroup differences among gamblers regarding their characteristics and their gambling behaviors and motivations. Face-to-face survey data were collected from two major groups of gamblers in Macau, namely mainland Chinese and Hong Kong Chinese. Findings from 371 respondents indicate significant differences between places of origin with regard to age, gender, monthly income, occupation, whether it was their first trip, the primary purpose of the trip, length of intended stay, and how long they usually stay in one casino. There are also behavioral differences, such as the size of the bets for each game, and the motivation for gambling. Marketing implications to meet the needs of the subgroups of Chinese customers were also drawn.
Keyword	Behaviors characteristics Chinese gamblers motivations preferences
Language	英語English
The Source to Article	PB_Publication
PUB ID	15965
Document Type	Journal article
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Recommended Citation GB/T 7714	Chan, S. H.,Wan, Y.K.P.,Wong, I.K.A.. Exploring the differences among Chinese casino gamblers’ characteristics, motivations and behaviors[J]. Journal of Vacation Marketing, 2015, 23-36.
APA	Chan, S. H.., Wan, Y.K.P.., & Wong, I.K.A. (2015). Exploring the differences among Chinese casino gamblers’ characteristics, motivations and behaviors. Journal of Vacation Marketing, 23-36.
MLA	Chan, S. H.,et al."Exploring the differences among Chinese casino gamblers’ characteristics, motivations and behaviors".Journal of Vacation Marketing (2015):23-36.

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