ABSTRACT In recent years, there has been an explosion of “experiential design” in casinos, driven in part by research suggesting that curating gambling sensescapes can lure patrons to spend more time – and money – inside the casino. Building on the promise of existing casino ethnographies, this paper argues that a sensory ethnographic approach to the study of gambling environments can offer valuable insight into the experiential design and mood management of the casino. We use sensory ethnography to explore the ambiance of the Montreal Casino, particularly during the casino’s “Vegas Nights” promotion. How does the casino feel (and how does it touch back)? What rhythms flow through its neon labyrinth? What does “getting a real taste of Vegas,” well … taste like? Moreover, we position this ambiance at the center of the casino’s “push-and-pull” approach to problem gambling – where this government-affiliated sensory extravaganza must toe a tenuous line between attraction and responsibilisation. In addition, we examine how the ambiance of the casino is co-produced by patrons and employees. Ultimately, we argue that the casino floor is unlike a sensory research laboratory – for here, sensations mix and mingle, and it takes a sensory ethnographer to quite literally “make sense” of the casino ambiance and its impact on visitor experience.

中文翻译：

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一丝运气和“拉斯维加斯的真正味道”：蒙特利尔赌场的感官民族志

摘要 近年来，赌场中出现了“体验式设计”的爆炸式增长，部分原因是研究表明策划赌博感官景观可以吸引顾客在赌场内花费更多的时间和金钱。基于现有赌场民族志的承诺，本文认为，对赌博环境进行感官民族志研究的方法可以为赌场的体验设计和情绪管理提供宝贵的见解。我们使用感官民族志来探索蒙特利尔赌场的氛围，特别是在赌场的“拉斯维加斯之夜”促销活动期间。赌场感觉如何（以及它如何回击）？霓虹迷宫中流淌着怎样的韵律？“真正体验维加斯”是什么滋味？而且，我们将这种氛围置于赌场针对问题赌博的“推拉式”方法的中心——在这种情况下，这种与政府有关的感官盛会必须在吸引力和责任之间找到一条微妙的界限。此外，我们还研究了顾客和员工如何共同营造赌场的氛围。最终，我们认为赌场地板不像感官研究实验室——因为在这里，感觉混合和混合，需要感官民族志学家才能真正“理解”赌场氛围及其对游客体验的影响。