Abstract
This research investigates the factors that discourage slot play by Chinese gamblers in Macau, the main source of customers for the region's casinos. The results of focus group discussions indicate that the servicescape (or service environment, including floor layout, cleanliness, lighting, etc.) of the slot areas has little impact on whether Chinese gamblers play slot machines. Customer survey findings reveal that gambling motivation, betting preferences, the culture of Chinese gamblers, game characteristics (especially the size of the jackpot), and service provision are more important factors. Several managerial implications are extracted from a study of players’ responses to possible improvements to slot machines.
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