A Study of Factors Enhancing the Success of Casinos Entering Into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

Journal of Strategic Management Studies Vol. 10, No. 2, 109–121 (March 2019) doi: 10.24760/iasme.10.2_109

A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

NOZOMI KOMIYA Graduate School of Engineering, Shibaura Institute of Technology

JUN NAKAMURA Professor, Graduate School of Engineering, Shibaura Institute of Technology Abstract In 2018, The Act on the Promotional Development of Areas for Speciﬁed Integrated Resort Facili- ties (IR bill) was approved and enacted, and Japan took the ﬁrst step toward the promotion of integrated resorts, including casinos. However, casinos are unfamiliar to many Japanese individuals, and there has been considerable opposition to their establishment in Japan. Following these facts, we have surveyed preference of casinos that are not familiar in Japan. In the survey, we focused on how the concept of casinos becomes different depending on subjects’ experience of overseas casino. As a result, it is found that two factors; “Atmosphere” and “Restrictions on Betting” are the ones that make a huge difference in preference of casino depending on with or without overseas experience. Following this, we discussed the marketing strategy on the business of casino.

Keywords: casino, conjoint analysis, gambling, new market entry, intercultural, decision-making

INTRODUCTION In Japan, the passage of the IR bill remains con- troversial, with many people opposed to the con- Integrated resorts, including legal casinos (as struction of integrated resorts and casinos. Tanioka found in Singapore and Las Vegas, among other (2004) surveyed 2,953 Japanese on the pros and locations), provide significant economic benefits to cons of casino legalization and whether the respon- their host communities and promote the hospitality dents would go to a casino themselves. More than industry (KPMG AZSA LLC, 2014). The Act on the half of respondents declared themselves opposed, Promotional Development of Areas for Specified undecided, or with no opinion regarding casino le- Integrated Resort Facilities (IR bill) was enacted galization. Most (55%) responded that they had no in 2018 in Japan. Many reports have shown that intention of going to a casino themselves. Further- casino resorts confer huge economic benefits to for- more, some studies have reported negative effects eign countries and entire regions overseas (Daswani associated with casinos, such as social isolation, et al., 2013), and it is clear that casinos could form suicide, and addiction (Grinols, 2016). It was con- the basis of a major tourism industry in Japan. For cluded that, in Japan, the general opinion regard- example, Macau was able to establish casinos as ing casinos is negative so far. However, gambling entertainment facilities within resorts, thus revital- is widespread on bicycle, horse, and auto races in izing the casino market, and then installed them in public stadiums. Furthermore, pachinko, which is the entire region. Indeed, Macau was the foremost illegal in some countries, can be played in Japan in casino city worldwide in 2006, surpassing Las Vegas easily accessible parlors. In fact, the existing market (Masuko, 2016). for gambling, including pachinko, is quite sizable,

Copyright © 2019 by International Academy of Strategic Management 109 Vol. 10, No. 2 (March 2019) with over 20 trillion yen spent annually, marking Conjoint Analysis Japan as a gambling country (Japan Productivity Previous study on the decision-making method Center, 2017). has already been made. Yen & Chee (2010) used two It appears that casinos, unlike pachinko and ex- approaches to identify the factors with the strongest tant public gambling establishments, are unfamiliar effects on opinions about casinos: the analytic hier- to Japanese individuals and without precedent in archy process (AHP) and conjoint analysis. Conjoint Japanese culture. Indeed, there is no widespread analysis has been recognized as superior to AHP, understanding of casinos in Japan, rendering ex- because it encompasses consideration of actual en- pertise in this domain scarce and forcing interested vironmental conditions, whereas AHP compares sev- parties to resort to a trial-and-error approach. In eral factors in a vacuum. Additionally, Yen & Chee this context, this study investigated factors that may (2010) aimed to compare and examine the advan- act as psychological barriers to casino acceptance tages and disadvantages of the two decision-making for individuals, and the modifications that could be methods, rather than raise awareness of casinos and made to the concept of a casino to make it more utilize survey data for marketing purposes. Although acceptable, using conjoint analysis. Following this these methods are identical, they derive from re- section, a review of the literature is given. The pur- search questions that differ substantially from those pose is outlined in the third section, and the methods that underpin this paper, which focuses specifically are discussed in the fourth section. The fifth section on marketing strategies. gives hypotheses for preferences for the different as- pects of casinos. The results are offered in the sixth Current Conjoint Analysis of Casinos section, and the discussion and re-examination of the As mentioned above, conjoint analysis is the most hypotheses are set out in the seventh section. Finally, effective method for identifying the factors having conclusions are drawn in the final section. the strongest associations with human decision- making processes. Indeed, conjoint analysis can be LITERATURE REVIEW used to clarify not only issues related to casinos, but also how multiple factors influence the evalua- Decision-making Perspectives tion of products (Kuriyama & Ishii, 1999; Fujiwara In choosing products or services, consumers com- et al., 2017; Matsushita, Harada, & Arao, 2017). In pare them with others, estimating and judging them terms of the evaluation of casinos, Gough (2015) based on various factors (Iyengar, 2011). This is showed the influence the external environment of a termed multi-attribute decision-making (Takemura, casino has (the structure of the building, presence of Harada, & Tamari, 2015). Following the establish- crowds, and sound environment) on the individuals ment of casino resorts, potential casino customers who patronize it. There has been little research, how- will adopt a bounded rationality perspective to de- ever, into how casinos are marketed; instead, the lit- cide whether they will frequent such establishments. erature focuses on environmental factors, such as the This decision-making process involves gathering structure of the facilities. However, broader factors information, weighing the best choices, and then than simply environmental ones are also relevant, making a rational decision (Simon, 1957; Simon, and they should be explored so that casinos can be 1997; Bazerman & Moore, 2008). However, several better understood: this was undertaken in this study. factors, such as the availability heuristic (Tversky & Kahneman, 1973) and representative thinking Intercultural Perspectives (Tversky & Kahneman, 1974) interfere with ratio- Japanese individuals view participation in casino- nal decision-making. These factors, which relate to related activities as an intercultural experience. experience and knowledge, have been examined by Hofsted (2001) defined culture as ‘collective mental previous studies on decision-making methods. programming distinguishing one member from other members in a group.’ Japan does not have casinos of foreign origin, and casinos themselves have come

110 A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos to be recognized as a symbol of a foreign country, study, we address to figure out what factors make which may lead to misunderstandings about and bi- subjects feel different in ones’ preference of casino, ases toward these establishments. depending on with and without intercultural experi- Indeed, intercultural management has been a topic ence in the past. of recent research. The theory of intercultural man- The second purpose is to examine the develop- agement, which focuses on the management prac- ment and implementation of a casino marketing tices of different cultures, addresses issues related strategy directed at individuals who are not familiar to corporate culture and organizational management with, do not understand, and have had no direct ex- (Hofsted, 1991). However, the applicability of this perience with these institutions. theory is not confined to businesses; as it covers multicultural issues, it can also be applied to inter- METHOD cultural social phenomena (Magoshi, 2004). Wakuta (2014) noted the importance of local standards and Conjoint Analysis narratives in the integration of a new cultural phe- Conjoint analysis of cards containing features nomenon. This consideration is clearly central to combined in multiple ways was performed to deter- efforts to introduce casinos to Japan. The historical mine which cards were most preferred or disliked function of casinos as gaming rooms for the nobil- (Green & Srinivasan, 1990; Kan, 2016). Thus, in ity, or as luxurious venues for social gatherings, this study, a virtual casino was designed based on has been emphasized (Murofushi, 2001). However, conjoint cards. the effectiveness of promoting such narratives to Kotler (1999) modeled a marketing mix that com- increase awareness of casinos in Japan remains un- bined various elements, namely, the four Ps: price, known. place (distribution channel), promotion, and product. Previous studies have been conducted from the This framework is important in selling products or perspectives of organization- and group-level in- services. Takeuchi et al. (2010) analyzed data ob- tercultural management, and research pertaining to tained from consumers on issues such as prices and the understanding of different cultures in Japan is promotional activities, based on a marketing mix scarce. Given this gap in the literature, especially model. with regard to casinos, this study represents a pio- In our study, three levels were set for each factor. neering attempt to clarify issues to the cultural influ- Following the design of the experiment (Kan, 2016), ences on acceptance of casinos. nine conjoint cards were prepared, as shown in FIG- URE 1. PURPOSE Development of Factors and Levels At the first step to address the purpose of this The four factors, and three levels for each, are

FIGURE 1 Card-based Design of Experiment Using an L9 Type of Orthogonal Table

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FIGURE 2 Four Three-level Factors Relevant to Casinos

FIGURE 3 Different Combinations of the Four Three-level Factors in Nine Conjoint Cards introduced here. FIGURE 2 shows the four factors, should not reﬂect where casinos might exist but which were determined based on the aforementioned give priority to accessibility (low transportation ex- considerations. penses, easy transit method, little time required), to Additionally, the nine cards shown in FIGURE ensure that there would be no complicating factors 3 (below) were developed by applying these factors associated with location obscuring the value of a and levels (see FIGURE 2) to the orthogonal table casino and impressions thereof, as expressed by the shown in FIGURE 1. study subjects. For this reason, the location factor • Place: Location. The levels are set in the Tokyo in this study was set at the three levels of Odaiba, area, because subjects could either commute to Shinjuku, and Ginza, because travelling to these that area and/or work there. However, in spite cities from Tokyo is convenient for sightseeing and of the fact that candidate sites for the integrated leisure purposes. resort type of casino have been discussed in the • Price: Restriction on betting. Restriction on betting media (Tomakomai in Hokkaido, Huis Ten Bosch was taken to be the factor corresponding to the cost in Nagasaki, and Yumeshima in Osaka), there was of betting in the casino. It is common at casinos a concern that the criteria for the questionnaire for money to be bet on victory or defeat in a game

112 A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

(betting). It was considered at first that the amount Survey that the customer must pay to the casino for partici- We performed a web-based survey using conjoint pating in a game would be a good proxy for price. cards. In this survey, the target respondents to be ex- However, it was found to be complicated for sub- amined are those who have the possibility of going jects to choose a detailed price setting on a card, to the casino in the future, in particular, university because the cost paid for gambling is different to students and graduate school students who might be that paid when participating in a game. Therefore, potential customers for casino. From these things, the three levels were set as an outline of a rule for the respondents of this survey are set as students, betting money: an upper limit, no limit, and a bet- social workers, and students who are also working ting minimum, following the practice in foreign (Both are over 20 years old). As a result, we success- casinos (KPMG AZSA LLC, 2014). fully obtained responses from 97 respondents. 20 of • Promotion: Atmosphere. Advertisement is cat- the 97 respondents reported experience with casinos egorized as promotion within the marketing mix. in other countries. The purpose of promotion is to send a message The Creative Survey platform (https://creativesurvey. to a target customer and increase the recognition com/) was used to develop the questionnaire, and each of a product or service, improve its public image, question was designed to be analyzed using pairwise and enhance its sales (Kotler, 1999). It is indisput- comparisons (Takagi, 2014). Respondents were pre- able that promotion directly influences consump- sented with cards describing, and providing information; moreover, it can also improve brand equity tion about, casinos, including gambling (in foreign (Aaker, 1991). Promotion should not be viewed as casinos and/or in Japan); data on age, gender, and cur- a short-term approach to increasing sales. Indeed, rent occupation were also obtained. This survey was promotional efforts should enhance brand equity in conducted over the 34-day period from October 9 to the long-term (Kobayashi, 1999). In the case of ca- November 12, 2017. sinos, brand equity involves awareness and images In order to address the purpose of this study, we of casinos. As a result of our focus on brand equity, first explore personal preferences of what type of ca- we were able to identify “atmosphere” as the most sino where many people would like to visit. For this, important factor in images of casinos. The levels we have presented 97 subjects with nine conjoint of atmosphere are set as luxury, giving the feeling cards showing different type of casino. Additionally, that considerable money is being bet; entertaining, we asked each individual preference for the casino implying that the facility is a space for enjoying where respondent would like to visit by showing games; and extraordinary, implying an unknown conjoint cards. Prior to start survey, subjects are space newly introduced into Japan. shown the screen as depicted in FIGURE 4. • Product: Operating organization. A product has In the above figure, the purpose of the question- many characteristics, including safety, reliability, naire survey and the guidance were explained with and suitability. In choosing electrical appliances and some examples. As we mentioned above, questions clothes, a consumer may focus on country of origin arise which type of casino subjects feel attractive. In (Al-Sulaiti & Baker, 1998) and manufacturer, which other words, no intention to survey national interests can represent reliability. The operating organization as a country is made when it comes to introduce ca- managing the casino is treated as analogous to a sino in Japan. In the chapter of discussion, however, product manufacturer. The type of operating organi- authors consider how marketing strategy should be zation will influence whether a prospect would pre- on the basis of outcome of this survey. Furthermore, fer to go to a casino. The levels were set as a local the subjects are limited to adults who are metropoli- government, which may operate public gambling, an tan working or commuting to Tokyo for their work overseas company, which may also manage an exist- or learning at his/her university. For this reason, the ing casino in foreign counties, and a domestic com- location of casino in the conjoint cards is selected pany, which may enter the casino business following the place easy to access in Tokyo for the limited sub- the approval of the IR bill in Cabinet. jects, in order to eliminate ones’ transport accessibil-

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FIGURE 4 Explain about this Survey

FIGURE 5 A Screenshot of the Questionnaire ity and/or its cost to different prefecture with differ- virtual casino described on the card. Each pairwise ent distance. Therefore, this survey was designed to comparison involves multiple decisions, since each focus on the type of casino on the assumption that card has four factors and there are three levels for the selected location has its own unique image even each factor. The evaluation point on the card de- in Tokyo, and on how subjects feel attractive as pre- termines the cursor location. FIGURE 5 shows an ferred casino as one of factors for his/her decision example of the appearance of the screen during the making. survey. Considering his or her preference of card, com- paring casinos from ﬁrst to ninth in sets of one to Pairwise Comparison Test of Card Scores one, each subject performed a pairwise comparison Each card’s score was evaluated by a pairwise 36 times. The subjects moved the cursor either to comparison test, which compared all nine cards, one the right or left, according to the desirability of the to one. The method of evaluating the score for each

114 A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

FIGURE 6 Process of Score Derivation Using the Pairwise Comparison Method card is explained in this section. A conditional ex- HYPOTHESES pression is deﬁned as a necessary symbol in the following. In the process of evaluating the score, please Before the results of the survey were obtained, also refer to FIGURE 6 as well. The deﬁnitions of we developed hypotheses on preferences. This paper symbols and equations are as follows. considers experience with casinos in other countries

Ci, Cj : Card i·j (i

Cij : Comparison of Ci and Cj derstanding a different culture. That is, such experi- dij : Psychological evaluation value of Cij(0≦dij≦1) ence is considered to provide a deeper understanding N : Number of general subjects of casinos and their rules would be the case without

α : Evaluation score of Ci or Cj in Cij such experience (No Experience, n=77). Also, those The evaluation scores for all cards were calculated with casino experience can be considered more using Eq. (1). adaptable to an intercultural environment compared

97 with those with no such experience. The incapacity EN ()α (1)  N=1 for intercultural adaptation, which is necessary for Here, Eq. (1) is expressed as Eq. (2): global success, can minimize psychological barriers in four domains: cognitions (knowing), behavior EN ()α 99 (doing), affect (feeling) and values (being) (Stevens = (0.5−−dij ) uC ( i )+( d ij 0.5 )υ (C j ) (2) ij==11()et al., 2015). The evaluation values of conjoint cards obtained In this context, we hypothesized that experience from the 97 subjects were calculated using Eqs. (1) with casinos determines preferences for and evalu- and (2), where ations of casinos. We predicted that such differences would be especially pronounced in response to cards uC( )=> 1 if 0.5− d 0 i ij that provided less information (e.g., those with de- otherwise 0 scriptions of the casinos as “luxurious” or referring υ(Cd )=> 1 if − 0.5 0 j ij to a “local government,” which evoke negative im- otherwise 0 ages relating to existing public gambling establish- The evaluation value on the conjoint card we got ments), as these would leave more room for respon- from 97 subjects was calculated using Eqs. (1) and dents’ own perceptions. (2), respectively.

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RESULTS No. 3 (t=−2.7742, df=95, p<0.05). Here we mention some remarks on TABLE 1, We performed conjoint analysis to rank the cards FIGURE 7, and FIGURE 8. As shown in the chap- presented in FIGURE 3 according to preference. ter of method, a holistic decision making is expected TABLE 1 and FIGURES 7, 8 show the results of for their preference in combination of the level of this analysis. The scores for the cards are presented factors shown in each conjoint card. That is, the in descending order according to degree of experi- evaluation of each card depends on the combina- ence with casinos in other countries (No Experience, tion of the respective levels. For an example, the n=77; Experience, n=20). card No.9 and No.6 were lower ranked respectively Also, based on the aforementioned hypothesis, a eighth and ninth preference for the subjects experi- t-test was conducted to determine statistically sig- enced casino in the past. nificant differences between the groups with and At first, what is obvious here as a result is, the without intercultural experience, with regard to their card No.9 which is a combination of limit on bet- responses to the nine cards. This analysis revealed ting and local government, does not sound right. It a significant difference between the groups on Card might be reminded subjects of bad impression on

TABLE 1 Evaluation Scores for Each Card

FIGURE 7 Ranking of Cards by the Casino-inexperienced Subjects

116 A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos

FIGURE 8 Ranking of Cards by the Casino-experienced Subjects

Japanese existing publicly managed sports or game distrusted by the extraordinary experiences in places such as horse race, bicycle race etc. Furthermore, as where public order is not good. Japanese public gambling can participate in betting In the next chapter, the discussion is made to ad- in units of only one hundred yen, it means no lower dress the purpose of this study with reference to the limit is set for real premiums. Hence, it could be above mention result. inferred that the public event where there is a lower limit on the betting has a large discomfort, especially DISCUSSION for attributes experienced casino in the past. Second, with regard to Card No.6, we have ob- This section focuses on Card No. 3 (Place: served that the combination of the lower limit on Odaiba, Restrictions on betting: Lower limit, At- betting and the location of Shinjuku has lowered the mosphere: Extraordinary, Operating organization: evaluation. As Shinjuku is one of the most popular Domestic companies), i.e., the scores thereon of as an entertainment area in Tokyo, the place has the groups with and without casino experience. In sometimes bad reputation as a rough area though. this context, we identified the market strategies There are also cases in which illegal casinos that most likely to increase awareness of casinos among pretended as an Internet cafe in Shinjuku were Japanese individuals without experience with such exposed. It can be inferred that the lower limit on establishments and determined the best ways to betting would be so high that it makes subjects feel implement them. anxiety when to consider the gambling place in a rough area. Regarding subjects who have experi- Relationship Between Low-rated Cards and In- enced with casino overseas, the casinos are gorgeous tercultural Experience and luxurious so far. That is, it is highly likely that Card No. 3 (Place: Odaiba, Restrictions on bet- the subjects did not want to go if their merit faded ting: Lower limit, Atmosphere: Extraordinary, Op- compared to overseas casinos. erating organization: Domestic companies) was the Third, we interpreted Card No. 5 as well. We most preferred card among subjects with overseas speculated that the location as Shinjuku and the casino experience. On the other hand, those without atmosphere of “Extraordinary” were mismatched re- casino experience rated this card as the fifth most- sulting in the evaluation becomes low. Depending on preferred of the nine cards, which is a relatively low the location and other levels, the atmosphere of “Ex- rank (see TABLE 1 and FIGURES 7, 8). The dif- traordinary” might become attractive in other way ference in evaluations of Card No. 3 was significant around. However, it seems that the subjects were between these two groups of subjects (t=−2.7742,

117 Vol. 10, No. 2 (March 2019) df=95, p<0.05), which is consistent with our 2012, 2013). In other words, those without any hypothesis that the evaluations of those with and casino experience may have interpreted “Extraordi- without intercultural experience would significantly nary” as a negative characteristic. differ. Card No. 3 did not provide specific information on which preferences could be based (e.g., an Considerations for a Marketing Strategy atmosphere of luxuriousness can be easily imagined, The most important determinant of reactions to whereas a local government evokes negative im- the introduction of a new cultural phenomenon is ages (Fukui, 2017) related to extant public gambling experience related to that phenomenon. Our results venues). Therefore, it is possible that the low ratings showed that those with experience of casinos had the for the cards lacking specific details led us to under- most favorable attitudes towards the unique features estimate the differences attributable to intercultural thereof. Thus, the first step in promoting casinos in experience. Japan should involve providing opportunities to po- • Differences related to betting: Card No. 3 speci- tential consumers to experience them. Indeed, casino fied a lower limit regarding restrictions on betting. gambling may ultimately be viewed as completely This factor appeared to differentiate between the different from extant gambling practices in Japan, preferences of those with and without casino expe- even though it ostensibly belongs to the same do- rience. Indeed, extant forms of gambling in Japan, main, i.e., gambling. Regardless, before casinos are i.e., the lottery and pachinko, do not set a betting actually integrated into resorts in Japan, it is neces- limit. In Japan, individuals can participate in public sary to increase the number of amusement facilities gambling using units of 100 yen, and they can par- and other venues that provide experience of casino ticipate in pachinko using units of 1 yen. However, gambling. In particular, it is important to provide op- most casino gaming establishments in other coun- portunities for people who have never experienced tries have a minimum betting limit, or increase the casino gambling to do so casually. Those with no gaming fee as a function of time. In other cases, experience of casinos, and those who are reluctant the minimum betting limit is flexible and can dra- to bet money, may also enjoy casinos after being matically increase depending on the players. Those exposed to these pseudo-casinos. Such exposure who have casino experience may equate having a would increase familiarity with the rules of betting lower limit with casino gaming per se, and might and decrease the inherent resistance to casinos as view this as a positive characteristic of these es- unknown entities. Moreover, actual experience with tablishments. However, such rules may be incon- casinos may promote intercultural awareness and sistent with the Japanese gambling culture. On the understanding. Kakizawa, Sakai, & Kirino (2012) other hand, as it is less likely that those without noted that mind change requires the development of casino experience would associate the existence of empathy. This is particularly applicable to traditional a lower limit for betting with casino gambling per Japanese corporations, where the level of empathy se, this factor was probably not responsible for the may have a huge effect on the degree of change and low rating given by this group. progress. From the viewpoint of transcultural man- • Differences related to atmosphere: Preferences agement theory, it is possible to consider not only related to the atmosphere of casinos were also sig- companies, but also large groups of subjects, simul- nificantly affected by casino experience. Indeed, taneously. Simply put, Japanese individuals must those with casino experience in other countries develop empathy for those who are different and responded very favorably to the “Extraordinary” whose practices may be unfamiliar. More casinos in characteristic. This is consistent with the finding Japan will likely promote the development of cross- that those with casino experience afforded the cultural experience and empathy. most favorable ratings to Card 3, whereas the word “Extraordinary” may not have been familiar to, or CONCLUSION may have evoked fear or discomfort, in those with no casino experience (Yamada, Kawabe, & Ihaya, This study explored the possible combinations of

118 A Study of Factors Enhancing the Success of Casinos Entering into New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos factors that should be considered prior to the intro- REFERENCES duction of casinos in Japan. For this purpose, nine combinations of levels of different factors were creat- Al-Sulaiti, K. I. & Baker, M. J. (1998). Country of ed for pairwise comparison. The results of our survey origin effects: A literature review. Marketing of 97 individuals showed that those with casino expe- Intelligence & Planning, 16(3), 150–199. rience evaluated betting rules and casino atmosphere Aaker, D. A. (1991). Managing Brand Equity. NY: based on their past experiences. To increase experi- The Free Press. ence with and understanding of different cultures, a Bazerman, M. H. & Moore, D. A. (2008). Judgment strategy for increasing opportunities to gain experi- in Management Decision Making. NY: Wiley. ence of pseudo-casinos is needed for the majority of Daswani, A., Fukuda, S., Choi, G., Takoh, H., Japanese people, who have not experienced casinos. Miyakawa, A., Choi, R., & Chuen, S. (2013). In this study, we have mentioned that Atmo- Global Gaming Rising Sun to outshine Vegas: sphere and Restrictions on Betting are the factors Japan Set to Launch Casinos. Available at:from: that make a huge difference in preferences between https://ir.citi.com/nH%2bjeOG8eAc2LiE1l7z0 experienced subjects and non-experienced ones. x4gdRvtn7w%2bHOTY2c6mXV3FZoe26r3kO We also discussed that these two factors have a key I3DPvcpMf0%2bWckNUh2%2fVTc8%3d, 20 impact on subjects’ decision making psychologically August 2013. whether or not they would like to go to the casino. Fujiwara, K., Yagahara, A., Inoue, G., Kitagawa, T., In consideration of this point in this study, we have & Ogasawara, K. (2017). Investigation of pref- discussed on how casinos could be accepted even erences in working environment of radiological for subjects not having experience of casino. Specifi- technologists using conjoint analysis. Japanese cally, we discussed the marketing strategy proposing Journal of Radiological Technology, 73(8), to have an opportunity of simulated experience of 626–635. casino toward subjects who have no intercultural Fukui, H. (2017). Formation and prospects of pub- experiences. Unfortunately, there are few places lic competition: Focusing on Motorboat race. where you can enjoy experience casino in Japan for Hosei University Repository Public Policy and the time being. Even though the Integrated Resort Social Governance, 5, 149–163. including casino would be introduced in Japan in fu- Gough, K. F. (2015). The influence of casino ar- ture, it would be hard to imagine that people without chitecture and structure on problem gambling experience of casino might not have willing to visit behavior: An examination using virtual reality casino due to psychological barriers. In order for technology. Proceedings of the 14th European people to become familiar with casino representing Conference on Research Methods for Business different culture, it would be indispensable to pre- and Management Studies, 66–73. pare an opportunity to have a simulated experience. Green, P. E. & Srinivasan, V. (1990). Conjoint analy- Hence, this study concluded that it would be impor- sis in marketing: New developments with im- tant to put wider opportunities to experience casino plications for research and practice. Journal of in place as much as possible for the sale of deploy- Marketing, 54(4), 3–19. ment into Japanese market. Grinols, E. (2016). Gambling in America: Costs and One limitation of this study was its small sample Benefits. Cambridge University Press. of 97 individuals, which limits the generalizability Hofsted, G. (2001). Culture’s Consequences: Com- of our results. Additionally, not all factors associated paring, Values, Behaviors, Institutions, and with casinos and integrated resorts were assessed be- Organizations across Nations, (2nd ed.). CA: cause the number of conjoint cards (factors and lev- Sage Publications. els) was limited. Future studies on the relationships Hofsted, G. (1991). Cultures and Organizations. between experience with casinos, and preferences UK: McGraw-Hill. for certain factors thereof, should use larger samples Iyengar, S. (2011). The art of choosing. NY: Grand and a variety of methodologies. Central Publishing.

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Psychology, 8(3), 248–254. Yamada, Y., Kawabe, T., & Ihaya, K. (2013). Cate- Nozomi Komiya is a Master’s degree in gorization difﬁculty is associated with negative Graduate School of Engineering Management evaluation in the “uncanny valley” phenom- at Shibaura Institute of Technology. She gradu- enon. Japanese Psychological Research, 55(1), ated from Shibaura Institute of Technology, 20–32. Department of Information and Communica- Yen, K. H. & Chee, K. L. (2010). Empirical exami- tions Engineering. The areas of her research are nation of AHP and Conjoint Analysis on casino Decision Making and Human Behavior. attributes in Macau. Conference Proceedings of E-mail: [email protected] An International Conference on Public Welfare and Gaming Industry, 327–350. Jun Nakamura is a Professor of Graduate School of Engineering Management at Shibau- ra Institute of Technology, and a board member of Persol AVC Technology Co., Ltd., which is an engineering company to develop Audio & Video devices mainly for Panasonic brand. He graduated from the University of Tokyo, Graduate School of Engineering, Department of Technology Management for Innovation with highest honors. The areas of his research are innovation management and cognitive science. E-mail: [email protected]

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