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Marketing to the next generation of casino patrons

Author

Listed:
  • Mark Legg

    (Boston University)

  • Timothy Webb

    (University of Delaware)

  • Apostolos Ampountolas

    (Boston University)

Abstract

The expansion of gambling across the United States has made the gaming industry more competitive while the demographics of the gaming industry have evolved. Younger patrons are visiting casinos less frequently than their older counterparts, thus increasing the pressure to market to guests effectively. In this study, we investigate the differences in marketing, gaming, and entertainment preferences under the lens of Generational Cohort Theory (GCT). A survey with a discrete choice design was used to measure each generation’s gaming behaviors and marketing preferences, while a hierarchical Bayes model was used to examine intergenerational differences. The results show that younger cohorts have an increased preference for social-based gambling activities and greater preference for non-gaming offers. Considerations are noted with recommendations for the industry to help cultivate customer loyalty amongst the younger generations, which may ensure firm viability for years to come.

Suggested Citation

  • Mark Legg & Timothy Webb & Apostolos Ampountolas, 2022. "Marketing to the next generation of casino patrons," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 89-101, March.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:1:d:10.1057_s41270-021-00131-w
    DOI: 10.1057/s41270-021-00131-w
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    References listed on IDEAS

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    3. Mark Legg & Murat Hancer, 2020. "How patrons value casino promotional offers: A conjoint study," Tourism Economics, , vol. 26(4), pages 640-657, June.
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    5. Shanna D. Dick, 2019. "Generational similarities in work values of generations X, Y and Z," Journal of Human Resource Management, Comenius University in Bratislava, Faculty of Management, vol. 22(2), pages 10-27.
    6. Alkire (née Nasr), Linda & O'Connor, Genevieve E. & Myrden, Susan & Köcher, Sören, 2020. "Patient experience in the digital age: An investigation into the effect of generational cohorts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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    Cited by:

    1. Maria Petrescu & Anjala S. Krishen, 2023. "Mapping 2022 in Journal of Marketing Analytics: what lies ahead?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 1-4, March.

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