Abstract
Few studies of gambling report subgroup differences within a culture. This study investigates whether there are subgroup differences among gamblers regarding their characteristics and their gambling behaviors and motivations. Face-to-face survey data were collected from two major groups of gamblers in Macau, namely mainland Chinese and Hong Kong Chinese. Findings from 371 respondents indicate significant differences between places of origin with regard to age, gender, monthly income, occupation, whether it was their first trip, the primary purpose of the trip, length of intended stay, and how long they usually stay in one casino. There are also behavioral differences, such as the size of the bets for each game, and the motivation for gambling. Marketing implications to meet the needs of the subgroups of Chinese customers were also drawn.
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