Abstract
This study aims to examine the casino experiences of South Koreans within the framework of the four realms suggested by Pine and Gilmore's concept of the experience economy. Employing a qualitative research method, the current analysis focuses on how casinos are experienced and contextualized by contemporary South Koreans who imbue casinos with different meanings depending on how the individuals have experienced these places. The results reveal that the concept of the experience economy provides a new perspective for casino researchers to shift focus away from the rational behavior of casino visitors to focus more on their subjective and emotional experiences. The findings particularly show that South Korean casino visitors get easily absorbed in the casino environment, although they are unlikely to be completely immersed; at the same time, most of the visitors remain passive participants in gambling activities. Several salient practical implications are provided for casino researchers and marketers.
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