search query: @indexterm MARKETING STRATEGY / total: 884
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| Author: | Chhabra, D. Andereck, K. |
| Title: | Proposing perceptions-based unique marketing strategies for gamblers |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:4, p. 364-382 |
| Index terms: | gambling industry perception market segmentation marketing strategy USA |
| Language: | eng |
| Abstract: | The goal of the article is to investigate the dynamics of gambling behavior. The authors examine the issue based on three perception-based groups of customers: agreed (with socioeconomic and environmental benefits), disagreed and neutral. The study is conducted in Iowa, USA, where gamblers are interviewed via telephone during 2004-2005. The findings indicate that not all perceptions of the gamblers are expressed as behavioral patterns. The authors argue that higher spending and more frequent visits to casinos may be encouraged by focusing on the most relevant perceptions of gamblers. |
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