In recent years, casino gambling industry has been expanding at a rapid pace. As a result, gambling opportunities and destinations are booming around the globe. Following Macau’s exceptional success, many jurisdictions in the Asia-Pacific region are considering the legalization of this industry as a way to boost their economies. Jurisdictions such as Singapore have recently legalized casino, while others such as Taiwan are considering it as a way to develop its tourism industry.
Due to the increasing competition in the region, it has become more and more important to develop strategies aiming to attract gamblers. With that purpose, this study aims to explore their motivations and what factors influence gamblers’ preferences and choices. Therefore, through a survey among 253 gamblers from the Asia-Pacific region, this study aims to further understand the impact of factors and demographic indicators on gamblers’ decision making process.
Through a multinomial and binomial logistic regression, this study reached three major findings. First, it was found that demographic factors have greater impact on casino destination choice. Second, in order to attract gamblers away from Macau, competing casino destinations should focus on escape and relaxation attributes. Finally, it was found that few push and pull gambling motivations have impact on intention to visit Taiwan as a new casino destination.

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