Journal
JOURNAL OF DESTINATION MARKETING & MANAGEMENT
Volume 19, Issue -, Pages -Publisher
ELSEVIER
DOI: 10.1016/j.jdmm.2021.100555
Keywords
Integrated resort; Casino; Willingness to pay; Choice experiment; Preference heterogeneity
Categories
Funding
- Korea University Future Research Grant [KUFRG K1620231]
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The study reveals that South Korean tourists consider various attributes of integrated resorts when making choices, with casino users showing a preference for facilities associated with the resorts, while casino non-users prioritize free entrance policies. The results suggest that tourists engage in complex trade-offs to maximize utility when selecting integrated resorts.
As a new tourism vehicle, many casino-based integrated resorts are developed by several Asian countries to revitalize their sluggish economies. The aim of this study is to better recognize what principal attributes of these integrated resorts are considered by South Korean tourists and how much money they are willing to pay for each attribute. Using a choice experiment, this paper also intends to identify differentiated preference patterns embedded in casino users and non-users. Results of this study indicate that respondents implement intricate trade-offs among different integrated resort attributes to obtain the greatest amount of utility. Results provide supportive evidences that casino tourists place the heaviest weight on the attribute associated with a range of integrated resort facilities. A segmentation approach based on respondents? experience of using casinos suggests that casino users show stronger preferences for free casino entrance policy than casino non-users. Useful management strategies are discussed based on study results.
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