Online from: 2009
Subject Area: Tourism and Hospitality
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Article citation: Ki-Joon Back, John Bowen, (2009) "How can casino gaming be used to maximize the benefits for tourism destinations?", Worldwide Hospitality and Tourism Themes, Vol. 1 Iss: 4, pp. -
Casinos have enjoyed an explosive period of growth over the last two decades. In this issue of WHATT, we examine how casino gaming can be used to maximize the benefits for tourism destinations. To investigate this question, we invited researchers and practitioners from around the globe to participate in this theme issue. It is the theme editors' opinion that governmental agencies considering issuing gaming licenses as a means of increasing tax dollars should maximize the benefits of gaming by using them as an engine to fuel tourism growth.
The first three articles provide an overview of important issues facing casino development as an engine to drive tourism. If casinos are to expand they must have the support of the local residents. Choong-Ki Lee and Ki-Joon Back from Korea and the USA, respectively, explore the literature relating to resident's perceptions of casino development and provide insight as to how to position new projects in order to win the support of local residents. They also provide an overview of the economic benefits and social costs of casino development. Macau has proved to be an interesting case for Western casino companies. The Western design of the resort casinos did not meet the needs of the Asian players. Sudhir H. Kale and Mark T. Spence from Australia examine key differences between Asian and Western players so as to assist Western casino companies as they plan new resort developments in Asia. Kale and Spence provide a reminder that as casino resorts expand globally, operators must be aware of the cultural differences between players. Next, John Bowen provides an overview of the literature relating to the development of casinos as an engine for tourism growth.
The next set of articles relate to the needs of different player segments. Tourist destinations target different segments. There should be a match between the segments a casino will attract and the segments a tourism destination is trying to attract. By understanding the needs of the players, casino managers can develop products that will attract and retain target markets. Sze-Wei Steve Wu and Jim Wortman discuss one of the most important markets, the baby boomers and Dina Zemke and Stowe Shoemaker look at the differences between problem gamblers and non-problem gamblers. To create a healthy tourism destination, the effects of problem gambling should be minimized and the challenge for managers is to create an environment of responsible gaming.
As WHATT aims to integrate both secondary analysis and practitioner perspectives, this theme issues contain both thematic literature review material and shorter viewpoint articles. Eunjin Kwon and Ki-Joon Back provide a review and analysis of the articles published in the UNLV Gaming Research and Review Journal. This journal focuses on management issues relating to gaming operations. Their review provides an oversight on gaming research over a 15-year period.
To follow, there are two shorter viewpoint articles from Marc Alain, Danny Dessureault, Natacha Brunelle, and Chantal Crête who examine the role of slot machines in small casinos and from Andrew Klebanow a former casino executive who considers ways of reinvesting in players so as to get them to return to the casino.
Finally, the Theme Editors Ki-Joon Back and John Bowen summarize and review the outcomes of the issue. The goal was to help fill a void in the gaming literature by covering new topics and adding current research and insights to familiar issues. The outcomes suggest that casino developments can be used to create many additional amenities, such as restaurants, entertainment, and spas that can be used as a catalyst to attract both business tourism, in the form of meetings, and leisure tourism. These amenities can become profit centres in themselves; so, once created, they also provide a return on their investment.
We hope that these articles have provided some of the answers to the question: “How can casino gaming be used to maximize the benefits for tourism destinations?” This theme issue will be useful to those wishing to develop a tourist destination featuring a casino, revitalizing an existing tourist location by adding a casino, and will also provide useful insights for casino managers around the globe. On behalf of the contributors, we hope that you will enjoy reading the articles in this collection.
Ki-Joon Back is an Associate Professor and Graduate Program Director at the Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston. He has published more than 25 papers in the areas of casino impact studies and hotel marketing strategies, and three book chapters on the casino industry. The recipient of numerous teaching and best paper awards, including the Marble Maunder Best Teaching Award, he has also earned five best research awards at both the national and international level. He serves as an editorial board member and/or a reviewer for a number of hospitality-related academic journals, among which include the Journal of Travel and Tourism Marketing, the Gaming Research & Review Journal, and the Journal of Hospitality and Tourism Research.
John Bowen is Dean of the Conrad N. Hilton College of Hotel and Restaurant Management. He has presented marketing courses and seminars in Asia, Australia, Central America, Europe, Mexico and South America, and has published over 100 articles on marketing. He is a Co-author of Marketing for Hospitality and Tourism, the leading hospitality-marketing textbook. Currently, it is published in nine languages. He is also the Co-author of Restaurant Marketing for Owners and Managers. A recipient of numerous awards for both his teaching and research, He is a three-time recipient of CHRIE's W. Bradford Wiley Memorial Research Award, formerly the van Nostrand Reinhold Research Award, which recognizes superior published research in the hospitality field. He also received The John Wiley & Sons Research Award which recognizes lifetime contributions to outstanding scholarship and research in hospitality and tourism.
Ki-Joon Back, John Bowen