A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

Abstract

In 2018, The Act on the Promotional Development of Areas for Specified Integrated Resort Facilities (IR bill) was approved and enacted, and Japan took the first step toward the promotion of integrated resorts, including casinos. However, casinos are unfamiliar to many Japanese individuals, and there has been considerable opposition to their establishment in Japan. Following these facts, we have surveyed preference of casinos that are not familiar in Japan. In the survey, we focused on how the concept of casinos becomes different depending on subjects’ experience of overseas casino. As a result, it is found that two factors; “Atmosphere” and “Restrictions on Betting” are the ones that make a huge difference in preference of casino depending on with or without overseas experience. Following this, we discussed the marketing strategy on the business of casino.