An Empirical Test of Butler's Resort Product Life Cycle: Forecasting Casino Winnings

Document Type

Article

Publication Date

5-1-2003

Publication Title

Journal of Travel Research

DOI

10.1177/0047287503041004008

ISSN

1552-6763

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.

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