Journal of Gambling Studies

, Volume 21, Issue 4, pp 379–410 | Cite as

The “Locals” Market: An Emerging Gaming Segment

  • Stowe Shoemaker
  • Dina Marie V. ZemkeEmail author

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.

Key words

gaming marketing segmentation customer satisfaction locals 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Aasved, M. J., Schaefer, J. M., Merila, K. 1995Legalized gambling and its impacts in a Central Minnesota vacation community: A case studyJournal of Gambling Studies11137163Google Scholar
  2. Abbot, D., Cramer, S. 1993Gambling attitudes and participation: A Midwestern surveyJournal of Gambling Studies9247263Google Scholar
  3. American Gaming Association. State of the states: the AGA survey of casino entertainment [On-line]. Available: Scholar
  4. Bruce, A. C., Johnson, J. E. V. 1994Male and female betting behaviour: New perspectivesJournal of Gambling Studies10183198CrossRefGoogle Scholar
  5. Bularvsky, J. 2000, MarchLove those localsCasino Journal135557Google Scholar
  6. Cochran, W., Cox, G. 1957Experimental designs2John Wiley & Sons, IncNew YorkGoogle Scholar
  7. Cook, R. A. 1992Towards understanding today’s changing gaming participantsJournal of Travel & Tourism Marketing16370Google Scholar
  8. Dandurand, L. 1990Market niche analysis in the casino gaming industryJournal of Gambling Studies67385CrossRefGoogle Scholar
  9. Dodrill, E. (1995, January 6). Payday payoffs. Las Vegas Sun, p. 1E.Google Scholar
  10. Govoni, R., Frisch, G. R., Rupcich, N., Getty, H. 1998First year impacts of casino gambling in a communityJournal of Gambling Studies14347358CrossRefGoogle Scholar
  11. Grant, A. 2000, JulyDriving them in with parkingCasino Journal135556Google Scholar
  12. Green, M. 2000, MarchLocal favoritesInternational Gaming and Wagering Business21158Google Scholar
  13. Hodge, D. 2000, AugustCasino brandingCasino Journal135153Google Scholar
  14. Holtmann, A. 2000, JuneStation’s gold mineCasino Journal134245Google Scholar
  15. Kardes, F. 1999Consumer behavior and managerial decision-makingAddison-Wesley Educational Publishers, IncReading, MAGoogle Scholar
  16. Kurlantzick, J. (May 20, 2002). Gambler’s royal flush. U.S. News and World Report, pp. 34–36.Google Scholar
  17. Las Vegas Convention & Visitors Authority. (1998). 19971998 Clark County residents study.Google Scholar
  18. Linsalata, P. 1998, JanuaryDetroit – on the comeCasino Journal115254Google Scholar
  19. McKee, J. 1998, OctoberTough customersCasino Journal114247Google Scholar
  20. Mok, W., Hraba, J. 1991Age and gambling behavior: A declining and shifting pattern of participationJournal of Gambling Studies7313335CrossRefGoogle Scholar
  21. Ocean, G., Smith, G. J. 1993Social reward, conflict, and commitment: a theoretical model of gambling behaviorJournal of Gambling Studies9321339CrossRefGoogle Scholar
  22. Perdue, R. R., Long, P. T., Kang, Y. S. 1999Boomtown tourism and resident quality of life: The marketing of gaming to host community residentsJournal of Business Research44165177CrossRefGoogle Scholar
  23. Plume, J. 1998, OctoberLocals boat won’t float? Promote, promoteCasino Journal114851Google Scholar
  24. Quinn, W. 1999, MarchCoast ResortsCasino Journal127677Google Scholar
  25. Richard, K. Miller & Associates, Inc. 2000The 2000 Casino and gaming business market research handbook4Richard K. Miller & Associates, IncNorcross, GAGoogle Scholar
  26. Rink, D. R. 1987An improved preference data collection method: Balanced incomplete block designsJournal of the Academy of Marketing Science155461Google Scholar
  27. Room, R., Turner, N. E., Ialomiteanu, A. 1999Community effects of the opening of the Niagara casinoAddiction9414991566Google Scholar
  28. Rutherford, J. 1996, MarchCreative allianceCasino Journal98085Google Scholar
  29. Shoemaker, S.,  et al. 1996Hotel positioning: An illustrationKotas, Richard eds. The international hospitality businessJohn WileyNew York339350Google Scholar
  30. Yantis, B., Corney, W., Nixon, J., Baxter, J. 1978The participation of locals in the resort industryUniversity of Nevada, Las VegasLas VegasGoogle Scholar

Copyright information

© Springer Science+Business Media, Inc. 2005

Authors and Affiliations

  1. 1.University of HoustonU.S.A.
  2. 2.School of Hotel AdministrationCornell UniversityIthacaU.S.A.

Personalised recommendations