Perceptions of the Hamilton New Zealand casino upon local residents

Purpose - This paper aims to provide an understanding of the influence of a casino on local inhabitants. Design/methodology/approach - The research reports on the findings of a longitudinal study conducted over a period of eight years which consisted of three identical surveys of local Hamilton residents to determine perceptions regarding having a casino in town. It was felt that the longitudinal approach could bring richness and new dimension to a quantitative research. Findings - The study found that over the eight-year period there were very few changes in the perceptions of local Hamilton residents, both those who had been to the casino and those who had not been to the casino. It was of particular interest to note the gender difference between males and females regarding positive and negative aspects of the casino. Research limitations/implications - The study reinforces the differences in perception of local people between those who have and have not visited the casino. This indicates that promotional activities to those who have not visited the casino may be beneficial to the overall community views and thus overall perception of casinos. Originality/value - The paper provides industry with an understanding of the perceptions of local resident attitudes toward casinos over an extended period of time.