Gambling destinations and the effect of gambling results on tourist satisfaction and loyalty

Lorenzo Masiero, Jianwei Qian, Davis Fong, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


Tourists visiting gambling destinations are likely to participate, to some or to a great extent, in gambling activities. Therefore, their gambling experience contributes to the evaluation of their experience at the destination. This study investigates the effect of gambling results on the overall satisfaction and loyalty of 7431 tourists visiting Macao by estimating a set of ordered probit models. The results indicate an asymmetric effect on the overall satisfaction: the negative effect of a losing outcome outweighs the positive effect of a winning outcome. Both winning and losing gambling outcomes have a positive and similar effect on the likelihood to recommend the destination, and the likelihood to revisit is affected in a positive way only by a winning outcome. The main determinants of tourist satisfaction and loyalty are further verified and the influence of tourist profile variables is also explored. Theoretical and managerial implications are outlined based on the results.
Original languageEnglish
Pages (from-to)678-689
Number of pages12
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 13 Jun 2018


  • destination loyalty
  • gambling destinations
  • gambling outcome
  • Tourist satisfaction

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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