Gambling destinations and the effect of gambling results on tourist satisfaction and loyalty |
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| Authors: | Lorenzo Masiero Jianwei Qian Davis Fong Rob Law |
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| Institution: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Konglorenzo.masiero@polyu.edu.hk;3. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;4. Faculty of Business Administration, University of Macau, Macau |
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| Abstract: | ABSTRACTTourists visiting gambling destinations are likely to participate, to some or to a great extent, in gambling activities. Therefore, their gambling experience contributes to the evaluation of their experience at the destination. This study investigates the effect of gambling results on the overall satisfaction and loyalty of 7431 tourists visiting Macao by estimating a set of ordered probit models. The results indicate an asymmetric effect on the overall satisfaction: the negative effect of a losing outcome outweighs the positive effect of a winning outcome. Both winning and losing gambling outcomes have a positive and similar effect on the likelihood to recommend the destination, and the likelihood to revisit is affected in a positive way only by a winning outcome. The main determinants of tourist satisfaction and loyalty are further verified and the influence of tourist profile variables is also explored. Theoretical and managerial implications are outlined based on the results. |
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| Keywords: | Tourist satisfaction destination loyalty gambling destinations gambling outcome |
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