An Empirical Test of Butler's Resort Product Life Cycle: Forecasting Casino Winnings
- 1 May 2003
- journal article
- other
- Published by SAGE Publications in Journal of Travel Research
- Vol. 41 (4) , 393-399
- https://doi.org/10.1177/0047287503041004008
Abstract
This article presents a product life cycle and forecasting methodology for both emerging and established casino markets. Gross gaming revenues and win per square foot per day were forecasted using classical time-series decomposition with polynomial regression. The model supports the position that casinos conform to Butler's S-shaped product life cycle for resorts, suggesting that the rapid increases in early-period gaming revenues will not continue without intervention to rejuvenate the industry.Keywords
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