Purpose – The purposes of this paper are: to review senior gambling literature and summarize the current situation; to discover the gambling characteristics of senior citizens; to discover senior casino patrons' motivational factors for gambling; and to suggest potential research areas. Design/methodology/approach – This paper is an extensive review of literature about senior citizen gaming is performed. Findings – This paper illustrates the current situation and the gambling characteristics and motivational factors for the elderly and provided marketing strategies for casinos and destination marketers. Practical implications – Seven marketing strategies are provided based on the findings of this paper. Originality/value – This paper will be of value to anyone seeking to better understand the current situation and motivational factors for senior gaming.
Worldwide Hospitality and Tourism Themes – Emerald Publishing
Published: Oct 16, 2009
Keywords: Elderly people; Casinos; Marketing; Betting; Motivation (psychology); United States of America