Understanding Macao Casino Gambling Behaviors of Chinese Subcultures

Abstract

This study investigates Macao casino staff perceptions of their three major subcultures of casino customers in Macao: Mainland Chinese, Hong Kong Chinese and Taiwan Chinese. A total of 302 casino employees were surveyed. The findings reveal that although the Chinese subcultures have similar appearance, use the same Chinese characters, and share other common cultural inheritances; their gambling attitudes and behavior are perceived as being different, reflecting unique regional backgrounds and learning processes. Managerial and marketing implications are recommended to improve the service quality of Macao casinos.