Hak-Jun Song, Pai Chai University, Choong-Ki Lee, Kyung Hee University, William C. Norman, Clemson University, and Heesup Han, Dong-A University, published “The Role of Responsible Gambling Strategy in Forming Behavioral Intention: An Application of a Model of Goal-Directed Behavior” on November 7th, 2011 in the Journal of Travel Research’s OnlineFirst section. To read other OnlineFirst articles, please click here.
By examining the perception of a responsible gambling strategy, this study developed an extended model of goal-directed behavior (EMGB) with respect to the behavioral intentions of casino visitors. The results of the EMGB, which uses structural equation modeling, indicate that desire had the strongest relationship with casino visitors’ intention to gamble, followed by positive anticipated emotion, perceived behavioral control, perceptions of a responsible gambling strategy, negative anticipated emotion, and attitude. The perception of a responsible gambling strategy was also a significant predictor of both desire and behavioral intention, as casino visitors had positive perceptions of casinos that implemented responsible gambling strategies. Casino managers should consider a responsible gambling strategy as an important long-term business activity to increase casino visitor’s intention to gamble.
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