Finally, RG was operationalized with ten items: 5 items on compulsory RG strategy (e.g., ‘This corporate restricts access to the casino to prevent problem gambling (once a month for residents and 15 times per month for general visitors)’) and 5 items on supplementary RG strategy (e.g., ‘This corporate provides counselling services for problem gamblers’). Customer trust was evaluated with four items (e.g., ‘This corporate is reliable’).
Lastly, behavioral intention was evaluated with four items (e.g., ‘If possible, I will visit this corporate’s casino again’). Three academic and hospitality experts who have experience to conduct gaming research evaluated the content validity of the measuring items. These experts were also asked to suggest additional items appropriate for the customer assessments of CSR and RG concepts if necessary. Based on these experts’ evaluations and suggestions, the first draft of the questionnaire was developed, and a pre-test with 35 undergraduate students in a tourism research methods class further refined and reworded the measurement items.
All items were assessed on a 7-point Likert-type scale, ranging from 1 = strongly disagree to 7 = strongly agree. This study administered an on-site survey for visitors at K-Land Casino in H-Resort, Korea. The Problem Gambling and Prevention Center for the gaming company supported this research by giving this rare opportunity to interact directly with customers on-site in a live gambling site. The survey was administered from June 12th to June 13th in 2013 at a temporary booth near the main exit of the casino. The research team conducted the survey during four time periods in order to obtain more appropriate sample: 2 days (weekday and weekend) and 2 times (10:00-12:00 and 13:00-20:00).
Field researchers outlined the purpose of the research project to the casino gamblers who voluntarily came to the survey booth. The questionnaire was distributed to those who agreed to participate in the survey. The participants filled out the survey questionnaire in the presence of the field researchers to rigorously check the data collection process. Each respondent was given a small gift of chocolate as expression of appreciation for the survey. A total of 660 questionnaires were collected, but after a thorough examination, 64 questionnaires were eliminated due to incomplete and missing data. The final sample consisted of 598 completed responses.