Cultural Worldviews in Gaming Risk Perception and Intention: From a Tourism Perspective in Macao

We investigated the association between cultural worldviews and gaming risk perceptions and intention in a sample of 364 tourists in Macao. Scales assessing individual's worldviews, gaming risk perceptions and intentions were collected at the famous casinos and land mark in Macao. Correlational and mediation analysis revealed that respondents with egalitarian worldviews perceived greater risk associated with the gambling risks than other worldview holders. In addition, respondents who scored high on individualism were less likely to perceive the gambling risks. They are in turn more likely to score highly on gambling intention scale. There was a significant association between hierarchism with gambling reason, gambling is the personal hobby, whereas fatalists are more likely gambling for emotional reason. Overall, our results suggest cultural worldviews may influence tourists' judgement on gambling. Individualists are not the major group in a Chinese population, who are more likely to overlap the customers in gaming industry.