Impact of Light, Medium and Heavy Spenders on Casino Destinations: Segmenting Gaming Visitors Based on Amount of Non-gaming Expenditures

Abstract

This article discusses the viability of targeting heavy spenders on non-gaming products and services in gaming travel marketing. A sample of visitors to two commercial casinos was divided into light, medium and heavy spenders based on spending per person per day, excluding gambling. Findings indicated that a large number of heavy-spending tourists were not interested in gaming, but in the destination's other tourism products. This suggests that the region's tourism assets play an important role in enhancing casino visitation. Promoting the casino as part of the overall tourism attractions may benefit both the casino and related businesses in the community.