The “Locals” Market: An Emerging Gaming Segment

Abstract

One of the newest customer segments to be identified by casino marketers is the "locals" market, or local resident gambler market. This study addresses the relative lack of empirical data on the "locals" market segment. The purposes of the study are to identify important reasons for visiting a particular casino; to identify which casinos respondents visit most often and why; to gain an understanding of such behavioral variables as gambling budget, time spent gambling, and favorite game; and to determine perceptions of different casinos in the Las Vegas area. The results may not generalize across all casino markets but they do provide insight into gamblers' activities and behavior patterns. A telephone survey administered to residents of the Las Vegas metropolitan area yielded a sample of 637 participants who gamble for a least 15 minutes once every 2 months in a legalized gambling establishment. A customer satisfaction index based on casino performance on importance variables is presented.

A qualitative analysis of South Korean casino experiences: A perspective on the experience economy

“…(2001) compared the difference between slot players and table game players in terms of hedonic pleasure-seeking and found that table game players tend to get more enjoyment from hedonic factors that, for example, provide them absorbing experiences and satisfy sensation-seeking. Shoemaker and Zemke (2005) examined the major reasons that local residents visit casinos in Las Vegas and suggested that they chose casinos for practical reasons, such as accessibility and safety, rather than as a result of the promotional efforts of casinos. Abarbanel et al.…”

The indirect impact of casual dining on low-end gaming in destination and local casinos

“…A comparison of traveler demographics to Las Vegas and Atlantic City found that distance was the most important driver of visitation, but the research did not evaluate gaming behavior (Reece, 2001). Shoemaker and Zemke (2005) analyzed the Las Vegas local market to evaluate drivers of casino choice. Being an "easy drive from where I live" was the most important characteristic, while restaurant attributes ranked 7th and 8th most important out of 25 attributes.…”

The Spatial Extents of Casino Catchments in Australia

“…These casinos have been largely unsuccessful in extracting revenue from neighbouring states. Unless these casinos attract a substantial number of international visitors, they should be regulated as though their markets were entirely local (Shoemaker and Zemke ).…”