Journal of Gambling Studies

, Volume 6, Issue 3, pp 205–221 | Cite as

The emergence of Dutch casinos: A case study of mismarketing?

  • William N. Thompson
  • J. Kent Pinney


Ostensibly, the approval of legalized casino type gambling in the Netherlands was intended to combat illegal and uncontrolled gambling. Very early on, however, the plan conceived and implemented by the Netherlands Parliament demonstrated serious mismarketing strategies and tactics. The new legal casinos were appealing to people other than those engaged in illegal gambling, in particular foreign tourists and local “high rollers.” This paper attempts to analyze the ultimate process of goal displacement, as the state casino industry allowed economic objectives to supplant desires to utilize legal casinos primarily as controls over illegal gambling.


Economic Objective High Roller Foreign Tourist Illegal Gambling Type Gambling 
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Copyright information

© Human Sciences Press 1990

Authors and Affiliations

  • William N. Thompson
    • 1
  • J. Kent Pinney
    • 1
  1. 1.Univ. of Nevada-Las VegasLas Vegas

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