Conjoining the Concepts of Visitor Attitude and Place Image to Better Understand Casino Patrons' Behavioral Intentions
Visitor Attitude; Place Image; Visit Intention; Casino Gaming
Gaming and Casino Operations Management
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.
Recommended CitationWang, S. (2016). Conjoining the Concepts of Visitor Attitude and Place Image to Better Understand Casino Patrons' Behavioral Intentions. UNLV Gaming Research & Review Journal, 20(2). Retrieved from https://digitalscholarship.unlv.edu/grrj/vol20/iss2/1