As a new tourism vehicle, many casino-based integrated resorts are developed by several Asian countries to revitalize their sluggish economies. The aim of this study is to better recognize what principal attributes of these integrated resorts are considered by South Korean tourists and how much money they are willing to pay for each attribute. Using a choice experiment, this paper also intends to identify differentiated preference patterns embedded in casino users and non-users. Results of this study indicate that respondents implement intricate trade-offs among different integrated resort attributes to obtain the greatest amount of utility. Results provide supportive evidences that casino tourists place the heaviest weight on the attribute associated with a range of integrated resort facilities. A segmentation approach based on respondents’ experience of using casinos suggests that casino users show stronger preferences for free casino entrance policy than casino non-users. Useful management strategies are discussed based on study results.

作为一种新的旅游工具，一些亚洲国家开发了许多以赌场为基础的综合度假村，以振兴其疲软的经济。这项研究的目的是更好地认识韩国游客考虑这些综合度假村的主要属性，以及他们愿意为每种属性支付多少钱。通过选择实验，本文还打算确定嵌入在娱乐场用户和非用户中的差异偏好模式。这项研究的结果表明，受访者需要在不同的综合度假胜地属性之间进行复杂的权衡，以获取最大的效用。结果提供了支持性证据，表明赌场游客对与一系列综合度假胜地设施相关的属性给予了最大的重视。基于受访者使用赌场的经验进行的细分方法表明，与赌场非用户相比，赌场用户对免费赌场进入政策表现出更大的偏好。根据研究结果讨论了有用的管理策略。