Gaming scholars the world over are in consensus about Macau's bright future as a gaming Mecca. Indeed, the events in Macau over the last three years have surpassed the expectations of even the most optimistic gaming observers. Tourist arrivals in Macau increased from around 10.3 million in 2001...

Merrill Lynch (2005) predicts that gross gaming revenue in Macau will increase at a compound annual growth rate of 15.4% through 2009. Despite this euphoric projection, the trend toward mass market tourists coupled with the massive capacity expansion will mean that revenue per table will decline...

Purpose – Most of the growth in casino expansion for the foreseeable future will take place in Asia. Western casino operators appreciate the immense opportunities afforded by the Asian markets, but judging by their performance abroad some have not adapted in ways necessary to survive and...

This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how 'customer lifetime value' (LTV)--the estimated profitability of a customer over the course of his or her entire relationship with a company--can be uniquely and successfully applied to...

Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these...

A general perception exists among casino executives that the premium players contribute a disproportionate share of profits. Consequently, to attract and retain high‐end customers, many casinos are using 'dead chip' programs and other incentives. Dead chips are non‐negotiable chips that are...

Gaming scholars the world over are in consensus about Macau's bright future as a gaming Mecca. The phenomenal growth in gaming facilities over the last three years has created an acute labor shortage in this Special Administrative Region of China. Moreover, around twenty additional gaming and...

Purpose – Joseph Pine and Jim Gilmore coined the term “experience economy” to describe a paradigm shift in consumption. To survive in this new economy, businesses must provide customers with memorable consumption experiences. The purpose of this paper is to suggest eight ingredients that...

Channel relationships within and across diverse markets have been investigated for quite some time. Yet findings from these studies over the last forty years or so have been far from conclusive. Channel researchers Runyan, Sternquist, and Chung (forthcoming) investigate interrelationships...