IFT Wants Casino Operators to Develop Loyalty Among Patrons

Institute for Tourism Studies SurveyThe multibillion-dollar casino industry is growing at an alarming rate, and several casino operators are looking forward not only to expand the existing customer base but also maintain the royalty amongst the players.

Macau is popular for being the biggest gambling hub in the casino world, and it is the home to the largest and most popular casino sites in the world. As a result of its growing prominence, several casino operators try to have at least one casino site in this peninsula. The gambling operators have always targeted Mainland China because the gamblers in this country are known for spending lots of money at the casino game table.

The Institute for Tourism Studies or IFT has recently carried out a study named ‘Relationship Between Tourism Experiences and Place Attachment in the Context of Casino Resorts’. The report shows interesting insights about the casino operators and how they should focus on developing loyalty among their existing customers.

Gaming Activity Not a Key Factor

It might seem logical that people who visit the casino site are looking forward to a variety of casino games and other features offered to them. Most of the casino operators focus on building their gaming portfolio so that the player concerned to get the variety and keeps coming back every time.

Recently, two scholars from the Institute for Tourism Studies who have carried out this research have collected some data based on their survey that shows that gaming activity plays a minimal role in building the brand royalty of any casino operator. The survey conducted by the IFT scholars collected feedback from 500 different Macau tourists who are mostly from Hong Kong, Taiwan and China.

The scholars published the findings and wrote:

It is interesting to note that gaming was found to have no significant impact upon any dimension of place attachment, suggesting that casino-resort visitors’ participation in gaming did not affect their emotional bond with the place.

Non-Gaming Activity Helps in Building Loyalty

The casino operators should definitely read the report published by the IFT scholars if they wish to build a brand royalty. The survey results show that players who had a positive experience playing casino games instantly had a connection and were pleased by the time spent at the casino site. They are more likely to come back to the same casino where they have played earlier because of the immersive gaming experience.

The IFT scholars further pointed out that the casino operator should work on building non-gaming activities and develop hedonic activities that can help in creating a deeper emotional bond between the player and the casino operator. The survey was limited to the land-based casinos and does not include the online casinos.

The findings of the IFT scholars correspond with the Macau Government. The government has been trying to sell the information that casino operators should focus on building non-gaming activities and should not focus on gaming alone.

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