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Mainland Chinese gamblers’ casino design preferences

In an increasingly competitive marketplace, hospitality firms need to increase their competitiveness by improving their service quality. Apart from maintaining quality products and service delivery, enough attention should also be paid to the physical settings and design because it could affect a customer’s total service experience. It is necessary to first understand the preferences of customers for design types and physical settings to offer products that meet their needs. This study focuses on the casino design preferences of Mainland Chinese customers who are a major source of customers for many casinos including those in Macao. Twenty-five Mainland Chinese gamblers who have visited casinos in Macao were interviewed. A total of 30 preferences were identified, which were further grouped into the following 11 categories: spaciousness and openness; architectural style; exterior design; interior decor; theme; signage; floor layout; color; air temperature and quality; lighting; and greenery/natural landscape. Practical implications are discussed and future research directions are provided.