Date of Award

8-2010

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Legacy Department

Parks, Recreation, and Tourism Management

Advisor

Norma, William C.

Committee Member

McGuire , Francis A.

Committee Member

Backman , Kenneth F.

Committee Member

Moore , DeWayne D.

Committee Member

Lee , Choong-Ki

Abstract

There has been relatively little theory-based research focusing on casino visitors' behavior. The Theory of Planned Behavior (TPB) has been criticized for not considering the effect of past behavior and for not incorporating emotional factors in its theoretical frame. In this regard, the purpose of this study was to examine casino visitors' behavioral intention for casino gambling using the Model of Goal-directed Behavior (MGB) as a new theoretical framework to understand visitors' behavioral intentions to gamble in casinos. This study also aimed to not only compare the Extended MGB (EMGB) with the original MGB, TPB, and Theory of Reasoned Action (TRA), but also to examine the role of responsible gambling strategy in the casino visitors' decision-making processes for casino gambling by adding the concept to the original MGB. An onsite survey of casino visitors was conducted at Kangwon Land Casino in South Korea. Structural equation modeling was employed to identify the structural relationships between latent variables. The results of the EMGB indicated that 'desire' had the strongest relationship with casino visitors' intentions to gamble, followed by positive anticipated emotion, perceived behavioral control, perceptions of a responsible gambling strategy, negative anticipated emotion, and attitude. The perception of a responsible gambling strategy was also a significant (direct) predictor of both desire and behavioral intention, as casino visitors had positive perceptions of casinos that implemented responsible gambling strategies. Casino managers should consider a responsible gambling strategy as an important long-term business activity to increase casino visitors' intentions to gamble.

Included in

Sociology Commons

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