Servicescape features and preferred gambling venue

The current study assessed the relationship between venue type, gambling behaviour and servicescape features. A national telephone survey of Australians adults (N = 175) who had nominated that their most frequented gaming venue was either a casino, club or hotel was undertaken. The results for the gambling behaviour variables indicated that casino patrons were less frequent in their gambling, but spent more money gambling per visit than either club or hotel patrons. For the 12 servicescape variables tested, a 3 x 2 MANOVA revealed that when choosing where to gamble casino patrons placed significantly greater importance on the venue having a lively atmosphere compared to hotel patrons. However, when rating the presence of servicescape features in their most frequented venue, club patrons rated their most frequented venue significantly higher as a good place to socialise than did hotel patrons. Also, club patrons were significantly more likely to endorse their venue as being not too crowded than casino patrons. The study also identified ten servicescape features that were rated as important by gamblers, but not present in their most frequented venue. The implication of these results for the management and marketing of venues is discussed.