Visitor Attitude; Place Image; Visit Intention; Casino Gaming


Gaming and Casino Operations Management

Document Type

Original Research Article


The importance of visitor attitude and place image in understanding individual’s visit behavioral intention has both been emphasized in tourism literature. However, the two concepts seem to have been amalgamated; their distinctive and interactive roles are rarely discussed. To fill this gap, this study investigated visitor attitude from two different aspects in the context of casino gaming – one’s generic attitude versus specific attitude. A conjoined conceptual model based on the theories of planned behavior and place image is developed and empirically tested in the context of casinos in Central Indiana. The results indicate that ‘generic attitude,’ ‘specific attitude’ and ‘cognitive image’ all play significant and distinctive roles in the process of formulating visitor’s behavioral intention. The theoretical and practical implications of this study are discussed.