EFFECTS OF EMOTIONS ON CASINO VISITATION: A THEORY OF PLANNED BEHAVIOR STUDY

IF 1.4 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Analysis Pub Date : 2023-01-01 DOI:10.3727/108354223x16748508672288

Mark Legg, M. Hancer, Chun-Hung (Hugo) Tang, L. Slevitch

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Abstract

The literature investigating the role emotions play on patrons’ casino gambling behavior within the theory of planned behavior (TPB) framework have primarily focused on anticipated emotions. However, anticipated emotions are more unstable compared to experienced emotions with predicting responses to behaviors that have a high degree of uncertainty in the outcomes such as casino gambling. This study investigates the role of experienced emotions within the TPB framework for predicting casino visitation intentions and attitudes via Covariance Based Structural Equation Modeling (CB-SEM). The results show that positive experienced emotions along with subjective norms and attitudes significantly influenced the casino visitation intentions. Additionally, while positive emotions significantly influenced casino visitation attitudes, negative emotions did not. Alternatively, negative emotions were positively correlated with casino visitation intentions. Moreover, the analysis also revealed that respondents from diverse backgrounds varied greatly in their responses of how their experienced emotions and cognitive determinants influenced their casino visitation intentions. Casino marketers can utilize the results to fine-tune their marketing initiatives for eliciting increased visitation amongst their patron databases.

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情绪对赌场访问的影响:一种计划行为研究理论

在计划行为理论(TPB)框架下，研究情绪对顾客赌博行为的影响的文献主要集中在预期情绪上。然而，与经历过的情绪相比，预期情绪更不稳定，因为预期情绪会预测对结果有高度不确定性的行为(如赌场赌博)的反应。本研究通过基于协方差的结构方程模型(CB-SEM)研究了体验情绪在预测赌场访问意图和态度的TPB框架中的作用。结果表明，积极体验情绪、主观规范和态度对赌场访问意愿有显著影响。此外，虽然积极情绪显著影响赌场参观态度，但消极情绪没有影响。另一方面，负面情绪与赌场访问意图正相关。此外，分析还显示，来自不同背景的受访者在他们的经验情绪和认知决定因素如何影响他们的赌场访问意图方面的反应差异很大。赌场营销人员可以利用结果来微调他们的营销计划，以提高他们的客户数据库的访问量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Analysis HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

2.50

自引率

11.10%

发文量