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Factors Influencing Purchasing Time of a New Casino Product and Its Managerial Implications: An Exploratory Study

Sung-kwon Hong

Department of Environmental Science, College of Life and Environmental Sciences at Konkuk University in Seoul, South Korea

Hochan Jang

Department of Tourism at Korea National Open University in Seoul, South Korea

After many debates, the Small Casino, the first casino open to the Korean public, was established in 2000. This study was an attempt to determine who the initial visitors were and the factors that motivated them to visit the casino. More specifically, the research aimed to determine the factors that influence the amount of time that an individual takes to adopt participation in casino gambling. The study found that the level of gambling addiction was the most influential factor, which led to concern about the negative impacts of casino gambling. Cognitive biases, sensation seeking, and impulsiveness were found to exert significant influence on the time taken until the first visit. The research also suggests various managerial implications of the findings based on the survival analysis and the characteristics of visitors.

Key Words: casino gambling • survival analysis • purchasing time • South Korean

Journal of Travel Research, Vol. 43, No. 4, 395-403 (2005)
DOI: 10.1177/0047287505274652
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