Las Vegas, local gamblers, visiting friends and family, casino gambling
Original Research Article
Local gamblers are an important market segment for casino marketers providing a reliable source of revenue during slow periods. This paper presents selected gaming behavior of local residents in the Las Vegas area, linking socio-demographic characteristics with gaming behavior. In addition, this article examines the relationships of Las Vegas area locals and their visiting friends and family members in two aspects. First, we identified the influence local residents have on visiting friends and family in terms of recommendations made regarding gambling in general and specific gaming locations. Second, this article describes how visiting friends and family influence local residents in terms of gaming behavior and additional spending.