The antecedents of tourists’ gaming spend: does the brand prestige matter? |
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Authors: | Chunli Ji Zhonglu Zeng Sudhir H Kale |
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Institution: | 1. Gaming Teaching and Research Centre, Macao Polytechnic Institute, Macao, People’s Republic of China;2. Bond Business School, Bond University, Queensland, Australia |
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Abstract: | This study endeavors to empirically analyse the influential effect among brand prestige, service quality, casino visitor satisfaction and spend. Data from 304 tourists who had travelled to Macau and had participated in gambling activities were used and structural equation modelling and multi-group analysis were employed in hypotheses testing. The findings demonstrated that both brand prestige and perceived service quality are determinants of satisfaction and gaming spend, and that brand prestige also affects service quality positively. Furthermore, past experience moderates the service quality and visitors’ satisfaction relationship, also service quality and visitors’ gaming spend relationship. |
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Keywords: | Brand prestige past experience service quality casino visitor tourists’ behaviour gaming spend tourism marketing Macau moderation effect casino industry |
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