Don’t consider just the place of origin, study says The reactions or expressions at a gaming table allow for the identification and characterisation of the gambler but to mistake the forest for the trees, especially when talking about a multitudinous population and with different cultural variants, might be a mistake. Thus, the study about the cultural differences of Macau casino gamblers explains that the tourism sector should take into account ‘not only the origin of visitors, but their socio-economic, formative, ideological and political background’. ‘Each culture has many differences within it’, the study reads. ‘It would be unrealistic to assume that a group of 1.6 billion people have homogeneous behaviour and attitudes’. To understand the preferences of players from each region and their different social and economic conditions, as well as the comfort modes with which they bet, might well be an advantage for companies not only avoiding making personal judgements but helping provide better services to targeted audiences. In this sense, and based on intra-cultural characteristics that were identified, the researchers have developed three distinct profiles of Chinese gamblers, which might prove useful to gaming operators. ‘Hong Kong players might be described as more focused and they enjoy new games, (…) and gambling in a tidier environment. They expect a quality service and they have no problems complaining when they don’t get it’. Mainlanders are ‘sociable’ and, according to the study, ‘they like to co-exist in groups, to watch others playing, as well as to gamble and smoke together’. Despite not being very receptive to modern games and preferring table games, they also enjoy them, particularly slot machines, if their operating details are properly explained beforehand. Electronic solutions Taking these characteristics into account, the study authors believe that having more people in the electronic machine areas may help patrons from the Mainland transcend their preference for traditional table games. On the other hand, Taiwanese gamblers are ‘passive and focused’, according to the study classification. Although they spend less than the other two groups, they are regarded as more ‘valuable’ clients because they are relatively easy to serve and create fewer problems. The study highlights that to understand the sub-cultural differences will help casinos and hotels better cater to their clients and help them provide more adequate services. Of the more than 300 casino employees interviewed for the study, the majority were of Chinese nationality (81.3 per cent), with 11.7 per cent Portuguese and six per cent from Malaysia. Most were aged 25 or above and about a third had had further education. All those interviewed had worked for a casino from three to six years.
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