Hierarchical value mapping of diners in Macao's casino restaurants

PurposeThis study explores the linkages between various attributes, consequences and values of casino restaurants and the differences in the hierarchical value maps between female and male customers and between casino players and non-casino players.Design/methodology/approachThis study was conducted using the means-end chain (MEC) theory. The data were collected using the hard-laddering method. Two hundred forty-one responses were analyzed.FindingsAttributes such as “taste,” “reasonable prices,” and “discounts” were associated with the values “personal happiness,” “considered,” “life satisfaction,” and “life-quality enhancement” at casino restaurants. Males were found to hold “prompt services” as important when dining at casino restaurants, while females held a “spacious environment” to be critical. Furthermore, “use of casino complimentary credits” was important to casino players, while “free parking” and “comfortable seats” mattered for non-casino players.Practical implicationsIt is suggested that casinos add more Asian cuisines in their casino restaurants in Macao to attract customers who value culinary and cultural exploration while simultaneously satisfying tourists from neighboring regions who wish to enjoy familiar foods when they visit Macao. In addition, the authors recommend that casinos develop menu items that can be served quickly to casino players.Originality/valueThis study is based on the MEC theory and broadens the range of studies on casino restaurants. Furthermore, it provides useful information to guide casino restauranteurs in developing their marketing and operational strategies for different customer segments.