카지노 딜러의 여가유형에 따른 시장세분화 연구 = 세분시장별 직무스트레스 수준 차이 규명

다국어 초록 (Multilingual Abstract)

Many studies have examined leisure and stress but little research has been conducted on leisure by stress level in the context of casino dealers. The purpose of this study was to identify types of leisure activity for casino dealers, using factor analysis. Cluster analysis was then conducted using delineated factors of leisure activities, examined differences in demographic profiles and job stress between casino dealers` segments using the Chi-square test and MANOVA. The field research conducted surveys of 400 casino dealers at P- and G- casinos in Seoul for one month from September to October 2010. Exploratory factor analysis delineated four dimensions of leisure activity for casino dealers. The factors included Personal development, Outdoor activity, Social activity and Sports. Based on the four factors of casino dealers` activities, cluster analysis generated three distinctive segments: Passive leisure activity seekers, Active leisure activity seekers, and Social/outdoor activity seekers. The three segments were significantly different with respect to demographic profiles in terms of smoking habits, casino experience, age, and sex as well as job stress. The findings of this study suggest that leisure activities are a useful means of reducing casino dealers` stress in their job. Therefore, casino management should provide effective leisure activities for casino dealers. Leisure activities will contribute to enhancing the satisfaction of casino customers in the long run. Further implications were provided for casino managers when implementing leisure programs for casino dealers.