Cracking the cultural code of gambling

Kathryn A. LaTour; Franck Sarrazit; Rom Hendler; Michael S. LaTour

doi:10.1177/1938965509345241

Cracking the cultural code of gambling

Kathryn A. LaTour, Franck Sarrazit, Rom Hendler, Michael S. LaTour

Integrated Marketing Communications

Research output: Contribution to journal › Article › peer-review

13 Scopus citations

Abstract

International expansion by Las Vegas casino operators has so far been uneven, notably in Macao. Information on different cultures' understandings of gambling, which is scant, could be instrumental in supporting international expansion. Instead of using the common-macro level cultural comparison survey-based method, this research uses early childhood memory elicitation to focus on how individuals in three countries were initially exposed to gambling in their own families as children. This method is used to uncover the cultural code of gambling in the United States, the People's Republic of China, and France. The analysis indicates that each culture has its own code for gambling, a code that reveals that culture's gambling myth. These codes should help marketers understand the underlying motivations for gambling in each culture and should assist casino operators to market more effectively.

Original language	English (US)
Pages (from-to)	475-497
Number of pages	23
Journal	Cornell Hospitality Quarterly
Volume	50
Issue number	4
DOIs	https://doi.org/10.1177/1938965509345241
State	Published - Nov 2009

Keywords

Childhood memory elicitation
Cross-cultural studies
Gambling
Las Vegas
Macao

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management

Access to Document

10.1177/1938965509345241

Cite this

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AB - International expansion by Las Vegas casino operators has so far been uneven, notably in Macao. Information on different cultures' understandings of gambling, which is scant, could be instrumental in supporting international expansion. Instead of using the common-macro level cultural comparison survey-based method, this research uses early childhood memory elicitation to focus on how individuals in three countries were initially exposed to gambling in their own families as children. This method is used to uncover the cultural code of gambling in the United States, the People's Republic of China, and France. The analysis indicates that each culture has its own code for gambling, a code that reveals that culture's gambling myth. These codes should help marketers understand the underlying motivations for gambling in each culture and should assist casino operators to market more effectively.

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Cracking the cultural code of gambling

Abstract

Keywords

ASJC Scopus subject areas

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