Casino is often classified as a controversial industry like tobacco and alcohol in that the industry sector can both positively contribute to a society and negatively influence it (e.g., problem gambling, family abuse, embezzlement, and crime) (Lindorff, Jonson, & McGuire, 2012; Lee, Song, Lee, Lee, & Bernhard, 2013).
Recently, corporate social responsibility (CSR) has been recognized as a corporate’s effective activities not only to minimize the negative impact of the corporate operation but also to enhance its image or trust (Carroll & Shabana, 2010). The positive influence of CSR seems to be successfully applied to the context of casino industry. For example, Las Vegas Sands has introduced various CSR activities like ‘Sands Eco 360° Global Sustainable Development’ program for green building, environmentally responsible operations, sustainable meetings, and stakeholder engagement (Las Vegas Sands, 2015). This example demonstrates how importantly CSR has been considered as a significant management issue in the casino industry, indicating casinos cannot be sustainable without satisfying the various needs of their stakeholders (Lee et al., 2013).
Considering potential impacts of CSR on casino industry, it can be an interesting research topic to explore how casino’s CSR affects their stakeholders including employees, visitors, residents, and investors. Meanwhile, it seems to be interesting to explore additionally the influence of casino’s responsible gambling (RG) strategies which usually refer to as various endeavors by casino companies or gaming control commission/board to minimize the harm of casino gambling on its stakeholders in testing the influence of CSR on casino stakeholders (Lee et al., 2013).
Since casino gambling sometimes generates addiction, alcohol, bankruptcy, crime, and suicide, casinos need to consider additionally RG activities as their unique CSR activities with other typical CSR activities (e.g., economic, legal, ethical, and philanthropic CSR) (Song, Lee, Song, & Lee, 2015). Based on this rationale, several CSR research has been conducted in the field of casino, but these studies mainly focused on the influence of CSR on casino employees (e.g, Lee et al., 2013; Song et al., 2015). So, there has been a paucity of research that explores the relationships among CSR, RG strategies, customer trust and behavioral intentions from the perspective of casino visitors.
Accordingly, this study aims to examine the influence of casinos’ typical CSR and RG strategy on visitors’ behavioral intention. Furthermore, this study adopts customer trust as a mediator of the relationships between four types of CSR and behavioral intention as well as two types of RG strategies and behavioral intention. The comprehensive research model proposed in this study is expected to better predict casino visitors’ future behavior.