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

Catherine Prentice, Chunli Ji, Kefang Li

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)455-468
Number of pages14
JournalJournal of Vacation Marketing
Issue number4
Publication statusPublished - Oct 2022


  • casino resorts
  • customer experience
  • customer loyalty
  • place attachment


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