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ABSTRACT
This study employs logit analysis to investigate the socio-demographic characteristics and travel behavior patterns of Chinese casino visitors. This study presents the trends of China's outbound travel market. The findings show that a typical Chinese casino visitor to South Korea has a high income level; but a low level of education; has no religious preference or believes in the traditional Chinese religion; travels with friends and colleagues affiliated with an institution or organization; is in his/her 30s and 40s; and tends to have a prior overseas travel experience. This study will help tour operators, wholesalers, and casino operators to establish effective marketing strategies to better meet the needs of these Chinese casino visitors.