Abstract
ABSTRTACTThe casino gaming sector has become a lucrative part of the hospitality industry. California Indian casinos have expanded to now compete with casinos in Las Vegas, but more California residents gamble in Las Vegas casinos. Little research has been conducted to reveal why California residents travel to Las Vegas to gamble at casinos when California Indian casinos are closer. Thus, this study focused on what motivates California residents to gamble at California Indian casinos as opposed to those who gamble at Las Vegas casinos. A total of 300 online surveys were used for data analysis. First, exploratory factor analysis was performed to find the underlying dimensions of casino motivations. Second, independent-samples t-tests were conducted to compare the perceptions the two groups have of casinos. Then, one-way ANOVA tests were implemented to find differences between casino motivation factors and six different demographic variables. This study will help both California Indian and Las Vegas casinos to assess their services and more effectively market to California residents.
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