An empirical investigation of gaming destination images

This research is an investigation of the images and perceptions of four selected gaming destinations - Las Vegas, Atlantic City, Chicagoland (IL, IN), and Connecticut - in order to uncover their perceived strengths and weaknesses. The evaluation of each destination will be done through evaluating cognitive perceptions, affective perceptions, overall image, and behavioral intentions through a combination of quantitative and qualitative questions. The study was able to determine that there are significant differences between the perceptions of each of the four destinations. The strengths and weaknesses of each of the gaming markets can be identified to aid marketers in formulating a more effective marketing campaign and positioning strategy, as well as help to enhance the image management of each gaming destination. Overall Las Vegas was rated the top gaming market on all but one of the cognitive variables, cleanliness of environment. Interestingly, Las Vegas as given the highest mean score on the cognitive variables of family appeal and adult appeal. Throughout the majority of variables Atlantic City was mostly rated second to Las Vegas with Chicagoland and Connecticut switching between the third and fourth gaming markets. The overall image answers coincided with the cognitive and affective variable answers supporting Las Vegas as having the best overall image. Answers to the qualitative (open-ended) questions about each gaming market offered further explanation for the quantitative questions which provided support that a mixture of quantitative and qualitative methods are necessary in understanding image and perception in gaming markets