The antecedents of tourists’ gaming spend: does the brand prestige matter?

ABSTRACT

This study endeavors to empirically analyse the influential effect among brand prestige, service quality, casino visitor satisfaction and spend. Data from 304 tourists who had travelled to Macau and had participated in gambling activities were used and structural equation modelling and multi-group analysis were employed in hypotheses testing. The findings demonstrated that both brand prestige and perceived service quality are determinants of satisfaction and gaming spend, and that brand prestige also affects service quality positively. Furthermore, past experience moderates the service quality and visitors’ satisfaction relationship, also service quality and visitors’ gaming spend relationship.

KEYWORDS:

• Brand prestige
• past experience
• service quality
• casino visitor
• tourists’ behaviour
• gaming spend
• tourism marketing
• Macau
• moderation effect
• casino industry

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by National Natural Science Foundation of China (grant number 71462034; grant number 7171101069).