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Attracting casino visitors through social media: transition from online to offline environment

IokTeng Esther Kou (Faculty of International Tourism and Management, City University of Macau, Macau, China)
IpKin Anthony Wong (School of Tourism Management, Sun Yat-Sen University, Zhuhai, China)
Zhiwei (CJ) Lin (School of Tourism Management, Sun Yat-Sen University, Zhuhai, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 18 August 2022

Issue publication date: 30 November 2022




This study aims to draw upon boundary the crossing theory to examine the transition of casino hotel guests’ revisit intentions from casino social media sites to casino properties, with the influence of the motivation–opportunity–ability model.


Under a quantitative approach, 20 casinos that operated official social media sites were selected, with a quota sampling method designed to assign 20 respondents for each casino. A structural model was used to explore the hypothesized relationships.


The results illustrate that ability and opportunity are crucial in enhancing social media revisit intention. They also reveal that casino and destination revisit intention can be boosted with increased social media revisit intention.

Practical implications

This study provides a fresh look into the relation across the boundary between the virtual and physical environment and illustrates a means by which casinos can be camouflaged as leisure and entertainment venues to strengthen their competitiveness in attracting tourists through social media.


This study offers new evidence for the linkage between online and offline behaviors with respect to how social media could transit into tangible travel propensity.


本研究利用跨界理论来检验赌场酒店客人的重游意图从赌场社交媒体网站到赌场属性的转变, 并受到动机-机会-能力模型的影响。


在定量方法下, 选择了 20 家运营官方社交媒体网站的赌场, 采用配额抽样方法, 为每个赌场分配 20 名受访者。使用结构模型来探索假设的关系。


结果表明, 能力和机会对于增强社交媒体重访意图至关重要。他们还揭示了赌场和目的地的重访意图可以随着社交媒体重访意图的增加而提高。


这项研究对虚拟和物理环境之间的边界关系提供了全新的视角, 并说明了一种可以将赌场伪装成休闲和娱乐场所的方法, 以增强其通过社交媒体吸引游客的竞争力。


这项研究为在线和离线行为之间的联系提供了新的证据, 即社交媒体如何转变为有形的旅行倾向。



The present research was funded by the National Natural Science Foundation of China (72074230) and Macao Foundation (I00536-2112-662).


Kou, I.E., Wong, I.A. and Lin, Z.(C). (2022), "Attracting casino visitors through social media: transition from online to offline environment", Journal of Hospitality and Tourism Technology, Vol. 13 No. 5, pp. 875-890.



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