An Investigation of Entertainment Proneness and Its Relationship to Gambling Behavior: The Las Vegas Experience

The research results reported in this article indicate significant relationships between entertainment and gambling behavior and indicate variables which can be used to predict the entertainment-proneness of a visitor. In addition the entertain-ment-prone visitor is described and compared to other visitors. Gambling and entertainment have been joint attractions in casino gambling resorts such as Las Vegas and Atlantic City. The mecca of casino gambling, Las Vegas, has been referred to as the &dquo;entertainment capital of the world&dquo; (Greater Las Vegas-1982). Visitors to Las Vegas and Atlantic City continue to be attracted by a variety of showroom entertainment, such as Frank Sinatra, the Lido de Paris, and illusionists Siegfried and Roy. However, during the last five years, disturbing trends have occurred in the entertainment component of the casino gambling industry. The percentage of Las Vegas visitors attending theater shows decreased from 69 % to 59 % in 1983. This 10 % absolute decline in patronage within a five-year period is equivalent to about 22,000 guests and 45,000 seats per week. Since the 24 showrooms have a weekly seating capacity of about 257,760 persons the patronage decline accounts for about 17 % of capacity. At an average price of $15 per show, the direct revenue loss is about $675,000 per week (Las Vegas Convention / Visitor Authority 1983a,b,c). A corollary statistic indicates that the average number of shows attended by a Las Vegas visitor decline