Session Title

Session 2-1-E: New Horizons and Generations in Gaming

Presenters

LINQIAN HUANGFollow

Presentation Type

Paper Presentation

Location

Park MGM, Las Vegas, NV

Start Date

24-5-2023 9:00 AM

End Date

24-5-2023 10:30 AM

Disciplines

Advertising and Promotion Management | Gaming and Casino Operations Management | Marketing | Tourism and Travel

Abstract

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore and uncover the changing behaviours of Chinese GenZ in their casino tourism trips. Therefore, implications from marketing perspectives are analysed for IR operators to make precision marketing strategies of gaming devices and non-gaming services, which contributes to the future development and sustained growth of the IRs in the Asian markets, including Macao.

Statement of implication of the material to be presented

This article explicates the potential changes in the spending behaviours of the Chinese GenZ in their casino tourism trips, and navigates the IR operators to optimize precision marketing strategies of gaming devices and non-gaming service to sustain the future growth in Asian markets.

Keywords

casino tourism; Asian market; consumer behaviour; marketing strategy; Chinese GenZ; Macao

Author Bios

Amy Huang is an undergraduate student majoring in International Integrated Resort Management at the University of Macau. Her interest is mainly focus on resort marketing and promotion. In the studies, she mainly distributes on the consumer behaviour, market segmentation and precision marketing in Macao and other Asian regions. She has engaged in a number of academic journals and business research.

Funding Sources

None

Competing Interests

None

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May 24th, 9:00 AM May 24th, 10:30 AM

Analysis of the changing behaviours of Chinese GenZ towards casino tourism: Implications to the Asian markets

Park MGM, Las Vegas, NV

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore and uncover the changing behaviours of Chinese GenZ in their casino tourism trips. Therefore, implications from marketing perspectives are analysed for IR operators to make precision marketing strategies of gaming devices and non-gaming services, which contributes to the future development and sustained growth of the IRs in the Asian markets, including Macao.

Statement of implication of the material to be presented

This article explicates the potential changes in the spending behaviours of the Chinese GenZ in their casino tourism trips, and navigates the IR operators to optimize precision marketing strategies of gaming devices and non-gaming service to sustain the future growth in Asian markets.