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Advertising and Promotion Management
International Conference on Gambling & Risk Taking
Casino tourism; Asian market; consumer behaviour; marketing strategy; Chinese GenZ; Macao
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Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang
Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang
International Conference on Gambling & Risk Taking
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 …