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研究生:莎拉
研究生(外文):SaraCosta
論文名稱:Gambling Motivations and their Impact on Casino Destination Choice
論文名稱(外文):Gambling Motivations and their Impact on Casino Destination Choice
指導教授:黃國平黃國平引用關係
指導教授(外文):Kevin P. Hwang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:123
外文關鍵詞:Gambling motivationsCasino destination choiceIntention to visitAsia-Pacific regionLogistic regression
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In recent years, casino gambling industry has been expanding at a rapid pace. As a result, gambling opportunities and destinations are booming around the globe. Following Macau’s exceptional success, many jurisdictions in the Asia-Pacific region are considering the legalization of this industry as a way to boost their economies. Jurisdictions such as Singapore have recently legalized casino, while others such as Taiwan are considering it as a way to develop its tourism industry.
Due to the increasing competition in the region, it has become more and more important to develop strategies aiming to attract gamblers. With that purpose, this study aims to explore their motivations and what factors influence gamblers’ preferences and choices. Therefore, through a survey among 253 gamblers from the Asia-Pacific region, this study aims to further understand the impact of factors and demographic indicators on gamblers’ decision making process.
Through a multinomial and binomial logistic regression, this study reached three major findings. First, it was found that demographic factors have greater impact on casino destination choice. Second, in order to attract gamblers away from Macau, competing casino destinations should focus on escape and relaxation attributes. Finally, it was found that few push and pull gambling motivations have impact on intention to visit Taiwan as a new casino destination.
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 Macau. 3
1.1.2 Singapore. 5
1.1.3 Taiwan. 7
1.2 Research Objectives. 10
1.3 Research Procedures. 11
1.4 Structure of the Study. 12
CHAPTER TWO LITERATURE REVIEW 14
2.1 Casino Gambling. 14
2.2 Gambling Motivations. 15
2.2.1 Push Factors. 16
2.2.2 Pull Factors. 18
2.3 Intention to Visit. 21
2.4 Destination Choice. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Conceptual Model. 24
3.2 Construct Measurement. 25
3.2.1 Socialization. 25
3.2.2 Challenge and Excitement. 25
3.2.3 Escape and Relaxation. 26
3.2.4 Winning. 26
3.2.5 Entertainment. 26
3.2.6 Infrastructure and Service. 26
3.2.7 Physical Environment. 27
3.2.8 High-End Entertainment. 27
3.2.9 Intention to Visit. 27
3.2.10 Destination Choice. 28
3.2.11 Personal Information. 28
3.3 Research Hypothesis. 29
3.4 Questionnaire Design. 29
3.5 Sampling Plan and Data Collection Procedure. 30
3.6 Data Analyses Procedure. 31
3.6.1 Descriptive Analysis. 31
3.6.2 Purification and Reliability Analysis. 31
3.6.3 Interrelation between Research Variables. 32
CHAPTER FOUR RESEARCH RESULTS 35
4.1 Data Collection. 35
4.2 Descriptive Analysis. 36
4.2.1 Characteristics of the Research Sample. 36
4.2.2 Measurement Results for Relevant Research Variables. 42
4.3 Factor Analysis and Reliability Test. 48
4.3.1 Push Factors. 48
4.3.2 Pull Factors. 51
4.3.3 Future Intention to Visit. 53
4.4 Multinomial Logistic Regression. 54
4.4.1 Multinomial Logistic Regression Significance Test. 55
4.4.2 Multicollinearity Test. 68
4.5 Analysis of Variance. 70
4.5.1 ANOVA Analysis of Research Constructs. 70
4.5.2 ANOVA Analysis of Demographics. 71
4.6 Intention Grouping. 72
4.7 Binomial Logistic Regression. 73
4.7.1 Binomial Logistic Regression Significance Test. 73
4.7.2 Collinearity of the Model. 81
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 84
5.1 Research Conclusions and Findings. 84
5.2 Research Implications and Contributions. 88
5.2.1 Academic Implication. 88
5.2.2 Managerial Implication. 89
5.3 Research Limitations. 91
5.4 Further Research Suggestions. 92
REFERENCES 94
APPENDICES 99
Appendix 1: Questionnaire 99
Appendix 2: Questionnaire (Mandarin Version) 105
Appendix 3: Multinomial Regression Analysis – SPSS output 111
Appendix 4: Binomial Regression Analysis – SPSS output 119


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