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Differences of Korean Casino Gambling as Motivated by Lifestyle Types

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(4), pp.11-27
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

YU, SOON HO 1,  Kim， Kyung Sook 1

1강릉원주대학교

Accredited

ABSTRACT

Casino gambling industry is currently one of the fastest-growing and most popular industries. This industry also makes for possible future directions in the high growth industry. This study aimed to classify Korean casino visitors based on their lifestyle and to investigate the relationship between lifestyle and gambling motivations. Data were collected from 213 visitors in Kangwon Land Casino from November 26 to December 9, 2012. Results of a factor analysis extracted five factors of lifestyle: positive-seeking, activity-seeking, stability-seeking, tradition-seeking, and extroversion-seeking. Based on a cluster analysis, which was based on the five factors, visitors were classified into five groups: positive habits, stable habits, extroversion active habits, conservative habits, and pushy habits. The results also indicated that the gambling motivation of each group was significantly different from each other in terms of venture challenge, and learning through ANOVA. On the other hand, leisure, socialization, and winning money were not statistically significant. Winning money is the most primary motivation across all the clusters. This finding is consistent with one reported in previous studies. Further discussion and implications are provided in the text.

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