Description
This study seeks to assess international tourists’ perception of safety while shopping in the
USA, using Las Vegas as the study site. Over recent years, Las Vegas became an international
destination for visitors from the Asia-Pacific region to celebrate Chinese New Year. In February 2007, Las
Vegas hosted the NBA All-Star Game for the first time from February 16 to 18. The two major events
occurred over the same weekend. When two cultures shared a single site, however, the combination
presented an issue of safety concern.
International Journal of Culture, Tourism and Hospitality Research
Safety concerns of international shoppers in Las Vegas
Deborah C. Fowler Mitzi K. Lauderdale Ben K. Goh J ingxue (J essica) Yuan
Article information:
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Deborah C. Fowler Mitzi K. Lauderdale Ben K. Goh J ingxue (J essica) Yuan, (2012),"Safety concerns of international shoppers in Las
Vegas", International J ournal of Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 238 - 249
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Fang Meng, Yingjiao Xu, (2012),"Tourism shopping behavior: planned, impulsive, or experiential?", International J ournal of Culture, Tourism
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J oaquín Alegre, Magdalena Cladera, (2012),"Tourist characteristics that influence shopping participation and expenditures", International
J ournal of Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 223-237http://dx.doi.org/10.1108/17506181211246375
Tammy R. Kinley, J udith A. Forney, Youn-Kyung Kim, (2012),"Travel motivation as a determinant of shopping venue", International J ournal
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Safety concerns of international shoppers
in Las Vegas
Deborah C. Fowler, Mitzi K. Lauderdale, Ben K. Goh and Jingxue (Jessica) Yuan
Abstract
Purpose – This study seeks to assess international tourists’ perception of safety while shopping in the
USA, using Las Vegas as the study site. Over recent years, Las Vegas became an international
destination for visitors fromthe Asia-Paci?c region to celebrate Chinese NewYear. In February 2007, Las
Vegas hosted the NBA All-Star Game for the ?rst time from February 16 to 18. The two major events
occurred over the same weekend. When two cultures shared a single site, however, the combination
presented an issue of safety concern.
Design/methodology/approach – Data were collected using an intercept methodology over the
three-day period in a major shopping venue/casino from February 15 to 17, 2007.
Findings – The study ?nds that many of the tourists carried a large amount of cash on their person. As
the week progressed, Asian visitors were less likely to feel their person and belongings were safe in the
three major venues researched of restaurants, shopping centers, and amusement parks.
Originality/value – Fewpapers have addressed the safety concerns of international tourists in the USA,
speci?cally in Las Vegas. Findings of this study contribute to the safety and security management of
various tourist venues.
Keywords Safety and security, International visitors, Shopping malls, Shopping centres, Perception,
Las Vegas, United States of America
Paper type Research paper
Introduction
The USA is the largest travel and tourismeconomy in the world, with an estimated demand of
more than US$1,747 billion for 2008, which in turn created almost 15 million jobs (World
Travel & Tourism Council (WTTC), 2008). Despite the enormous economic impact of the
travel and tourism industry on the economy, the US was ranked 47th out of the 124 countries
surveyed in terms of ‘‘Prioritization of Travel and Tourism Strategies’’ (Blanke and Chiesa,
2007). The US government does not promote the US as a travel destination, and does even
less in assuring international tourists of their safety concerns. Unfortunately international
tourists’ perception of risk may determine their plans in regard to travel, shopping, and
sightseeing. Tourists need to have a perception of safety, this perception is often more
important than the reality. If a tourist’s perception of a venue is unsafe, the tourist will avoid
the venue altogether. In addition, if a crime does occur, the incident impacts tourist spending
and the desire to recommend a tourist site or return to the tourism site in the future (Kennedy
and Sakis, 1999).
Acts of violence occur every minute of every day against tourists all around the world (Pizam,
1999). Some acts are aimed directly at tourists. Other acts may not target tourists directly,
but the consequences are still devastating. For example, the terrorist attacks of 9/11 in New
York and Washington, DC killed both local residents and tourists using airlines for
transportation and those visiting private and government buildings (Watters and Lawder,
2003). Tourists may easily become discouraged from traveling to the USA because of safety
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VOL. 6 NO. 3 2012, pp. 238-249, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181211246384
Deborah C. Fowler is
Associate Professor, Mitzi
K. Lauderdale is Assistant
Professor, and Ben K. Goh
and Jingxue (Jessica) Yuan
are both Associate
Professors, all in the
Department of Nutrition,
Hospitality and Retailing,
Texas Tech University,
Lubbock, Texas, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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concerns while ?ying, even though air travel is one of the safest modes of transportation
(Leggat and Klein, 2001). On arrival, perceived risks associated with transportation,
shopping, and sightseeing are likely to in?uence the tourists’ current and future decisions
(Yu¨ ksel and Yu¨ ksel, 2007). Travelers face potential physical and ?nancial risks during
various travel activities. Serious acts of violence at a tourist venue can cause a drastic
decline in tourist demand, which in turn hurts businesses (Lankford, 1996; Pizam, 1999;
Pizam and Mansfeld, 1996).
While tourists prefer not to think about it and tourism operators often choose to remain silent
about it, deaths of tourists occur on a regular basis. Seven common causes of tourist death
show up in the literature. The most common cause of death for tourists is traf?c accidents.
Other principal causes include: ‘‘accidents in the course of touristic activities, violence,
substance abuse, terrorist acts and natural disasters’’ (Cohen, 2009).
Tourists face many decisions related to activities while on holiday. These decisions can affect
safety risks and possibly lead to loss of property and even death; the consequences for
retailers and tourist venues are uncertain but usually negative (Yu¨ ksel and Yu¨ ksel, 2007). It is
particularly important to address any safety concerns, because visitors have only personal
perceptions to base their decisions. ‘‘The terrorist attacks of September 11, 2001, caused
many [. . .] to fear gathering in public places such as tourist attractions, entertainment
events, and shopping malls’’ (Flicker and Gardner, 2002). Today tourists prefer security
personnel with a strong, visible presence. In a recent study, researchers found shoppers
have a high level of concern for their personal safety. Their desire for increased protection
also varied from venue to venue (Kaufman and Lane, 2004). What makes the perceptions
vary? If one can isolate key factors tourists’ and shoppers’ look for to feel safe, venues and
tourist locations will gain a competitive advantage over others. Furthermore, legal liability
exposure reduces as the precautions taken by venues increase.
This study evaluates international tourists’ perception of safety while traveling in the USA,
speci?cally Las Vegas, Nevada during the 2007 Chinese New Year Celebration. For this
study, safety includes personal safety, safety of personal property, and safety of personal
information. The NBA All-Star game was held over the same weekend. The mixture of two
major events involving two different cultures was expected to produce interesting ?ndings to
address internationals travelers’ safety and security concerns.
Literature review
Travelers’ safety and security concerns
Safety and security of tourists is an absolute prerequisite for a successful tourist operation
(Yu¨ ksel and Yu¨ ksel, 2007). Tourists are considered to be vulnerable to victimization of crime
due to varying behavior patterns, carrying large amounts of money, lack of familiarity of their
environments, and they also tend to look different, standing out in a crowd (Brunt et al., 2000;
Pizam and Mansfeld, 1996). Some speculate the propensity of tourists as victims comes
from the simple fact that tourists spend more time outdoors, sightseeing, dining, and
shopping (Brunt et al., 2000). Additionally, tourists often involve themselves in risky behavior.
Tourists are less likely to be aware of the local laws and processes of reporting crimes and
pressing charges against criminals. Therefore, the likelihood of successfully stealing fromor
harming a visitor is high while the risk of conviction and detection are low (Brunt et al., 2000;
Pizam and Mansfeld, 1996). All of these behaviors and characteristics make tourists more
susceptible to becoming victims of crime.
Acts of violence occur every minute of every day against tourists all around the world (Pizam,
1999). Some acts of violence are aimed directly at tourists, such a shooting a tourist while
driving a rental car in Florida or robbing a tourist train in Mexico (Pizam, 1999). Other acts of
violence may not target tourists directly, but the consequences are still devastating. For
example, the terrorist attacks of 9/11 killed both local residents and tourists using airlines for
transportation and those visiting both private and government buildings (Watters and
Lawder, 2003). Crimes against tourists can be classi?ed into two broad categories: crimes of
opportunity such as robbery, assault, and rape; and planned crimes such as terrorism
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(Flicker and Gardner, 2002). At the extreme, in regard to safety and security, are
premeditated acts of violence such as terrorism or the consequential acts of rape and
murder.
All countries face issues of safety and security in tourism development, but many face these
issues with much more severity. With terrorist attacks occurring all over the world, terrorism
does weigh on the minds of travelers. For example, both the Bangkok Post and the New York
Times report the need to outwardly address safety issues after sexual assaults and killings of
foreign tourists in Thailand (Jitpleecheep, 2007; Mydans, 2008). And the US government
warned travelers to avoid southern Thailand after a bomb exploded killing two and injuring
many more. Recent riots in Bangkok further hampered tourismand shopping. The number of
passengers entering Bangkok’s major airport after the April riots dropped 8 percent, on May
19 and 20 the number of visitors dropped by 50 percent from the previous year. The biggest
loss suffered was by the Central Pattana PCL, the Central World Shopping Mall, the second
largest in Southeast Asia was set on ?re by protesters of May 19. The Hotelier Erawan Group
has cut its projected revenue by 20 percent due to the riots (Reuters, May 25, 2010).
These warnings can affect the volume of travelers and ultimately the economy of these
countries. While the consequences to the criminal may be very low, the consequences to the
local business community can be devastating. For individual victims, their future travel
decisions may adversely be affected (Brunt et al., 2000; Pizam, 1999). Even more disturbing
is negative publicity reduces the demand for the tourist destination (Bar-On, 1996). Crimes
against tourists in the USA have gained international media attention and cover both crimes
of opportunity and most notably the planned crime of 9/11. Over the last decade, media
attention focuses on criminal acts leading to the allocation of already limited resources to
convince tourists travel is safe (Flicker and Gardner, 2002; Tarlow and Muehsam, 1996).
Safety concern in transportation
Fear regarding safety begins with the choice of mode of transportation to the destination.
Tourists may easily become discouraged when traveling to the USA because of safety
concerns while ?ying, even though ?ying is one of the safest modes of transportation
(Leggat and Klein, 2001). On arrival, a tourist has many choices in regard to transportation,
including public transportation (buses, subways, or trains) and private transportation (taxi
cabs or rental cars). Tourists may walk, drive, or ride to a tourist venue, a restaurant, or retail
center. When walking or driving to a desired location, tourists depend on reading maps and
often questioning strangers in regard to directions. Both behaviors place them at risk by
communicating their vulnerability to potential criminals. Travelers also face physical and
?nancial risks of being mugged. A mugging is an assault, sometimes violent, and usually by
surprise, and with the intent to rob, usually in a public place (Leggat and Klein, 2001).
Certain choices may reduce the risk of harm while traveling, but crimes occur even when
taking precautions.
Tourists may rent personal automobiles, which provide ?exibility and sometimes economic
bene?t. However, it presents a risk in navigating in unknown surroundings, asking for help,
and driving to unsafe areas. Distinct risks are associated with traveling alone; and hired cars
are particularly vulnerable to attack (Leggat and Klein, 2001). Taxicabs also present
challenges. Accidents and injuries contribute to the mortality of travelers worldwide, with
road traf?c accidents serving as a large contributor (Leggat and Fischer, 2006). All forms of
transportation place tourists at risk of being mugged or injured as a result of crime and
violence (Leggat and Klein, 2001; Pizam and Mansfeld, 1996).
Safety concern in shopping
Tourists also face many decisions relating to activities while on holiday. These decisions can
affect safety risks and possibly lead to loss of property; and the consequences are uncertain
(Yu¨ ksel and Yu¨ ksel, 2007). Almost all tourists shop while visiting a destination. Indeed, many
tourists seem to travel just for the experience and enjoyment of shopping (Timothy and
Butler, 1995). Visitors are often drawn to shopping centers because of the large selection of
merchandise, but there are many other reasons as well. Indoor centers provide a favorable
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climate, perceived freedom from safety concerns and even a high potential for social
interaction (Yu¨ ksel and Yu¨ ksel, 2007). Shopping centers are thought to be areas of risk for
planned crimes of terrorismdue to the large number of people in one location or a soft target.
Furthermore, crimes of opportunity are evident since shoppers carry large amounts of
money and are burdened and distracted with their purchases. Credit card information can
also be stolen during transactions which can lead to personal identity theft (Yu¨ ksel and
Yu¨ ksel, 2007). One’s perception of safety while shopping affects tourists’ purchasing
behaviors (Babin and Draden, 1995).
Two general types of risks are associated with shopping and affect a tourist’s perception of
safety, namely internal and external risks. Internal risks stem from interactions with
salespeople and include trickery and poor treatment. External risks, however, are the focus
of the current study. Both planned crimes and crimes of opportunity fall within external risks
associated with tourist shoppers (Flicker and Gardner, 2002). Varying degrees of risks can
be perceived as external risks and depend on many factors such as shopping facilities, local
surroundings, the shopping district, activities occurring in the area, and limited experience
in the area (Yu¨ ksel and Yu¨ ksel, 2007). As documented by previous research concerning
relationships between physical store environments, shopper emotions, and subsequent
shopping behavior, shoppers’ perception of their safety can signi?cantly impact tourism and
revenues for tourist venues (Babin and Draden, 1995).
Legal duty to provide safe tourist venues
All venues open to the public minimally owe a duty of reasonable care to their guests. There
is also a heightened duty of care to protect guests, which refers to a ‘‘special relationship’’.
This duty to protect is above and beyond the duty of reasonable care. A ‘‘special
relationship’’ generally exists when an invitee entrusts their safety to a venue or service
provider, like a hotel/guest relationship or a hospital/patient relationship. Some states are
now extending this heightened duty of care to a merchant/customer relationship (Watters
and Lawder, 2003). The duty to protect in a special relationship extends to ‘‘foreseeable’’
acts, even if they were intentionally committed by a disinterested third party (Watters and
Lawder, 2003). Venues thus may not be aware that they have not only a duty of reasonable
care to guests, but possibly a heightened duty to protect as well. After the incident in 2001, it
is now arguable that terrorist attacks are ‘‘foreseeable’’ and would fall within the realm of
liability.
Tourism related litigation is a concern for all stakeholders in the tourism industry. The desire
to create a safe environment for visitors is necessary for the success of a tourism venue.
Unfortunately, state and federal courts hear numerous third-party lawsuits involving plaintiffs
who have suffered criminal attack while guests of hotels, customers of shopping centers,
tenants of apartment complexes, or guests of other types of venues. Premises security
lawsuits are among the fastest growing type of personal injury lawsuits (Kennedy and Sakis,
1999). Tourists carry large sums of money and are often unfamiliar with the environment,
making them more susceptible to becoming victims of crime. In addition, tourists are
generally easy to spot because of their sightseeing behavior, giving criminals the perception
they are easy targets for crime. The perception of the tourist as an easy target also places
premises at risk of litigation regarding guest safety and security. In addition to risks
regarding physical safety and potential theft, there are additional risks associated with credit
card usage and personal identity theft. Credit card information can be stolen during
transactions and at times can lead to personal identity theft (Yu¨ ksel and Yu¨ ksel, 2007).
Shopping centers and other tourist destinations have a twofold responsibility for guest
safety, including a duty of reasonable care and a special relationship. Liability issues where
crimes and attacks occur ?nancially devastate businesses. The private sector plays such an
important role in homeland security since a majority of the nation’s critical infrastructure is
privately owned (Orszag, 2003). The government alone cannot protect the country from
terrorist attacks. The private sector must do their part as well to protect their own interest as
well as the interest of public safety.
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Methodology
Study venue
Las Vegas is a popular tourist destination for gambling, shopping, and entertainment. The
number of visitors to Las Vegas increases steadily each year. In 2007 it reached over 39
million (GLS Research, 2007). Although the majority (88 percent) of tourists visiting Las
Vegas is domestic travelers, international tourists, reportedly almost 5 million in 2007,
remained relatively stable as a percentage of total visitors (GLS Research, 2007). From2001
to 2007, visitor spending increased over 30 percent (Center for Business and Economic
Research, 2007). Visitors ranked gambling, show and entertainment, dining, sightseeing,
and shopping as the top ?ve deciding factors to visit Las Vegas (GLS Research, 2007). One
area noticeably growing in popularity is sport entertainment. Tourism is vital to the prosperity
of Las Vegas and negative perceptions of safety can harmfully impact the local economy.
In February 2007, Las Vegas chose to host two major events over the same weekend,
namely the Chinese New Year and the NBA All-Star Game. It was the ?rst time for Las Vegas
to hold the NBA All-Star Game, and apparently the last. Chinese New Year traditionally
brings millions of dollars to the city in gambling revenue alone, not to mention all of the
non-gambling revenues including shopping expenditures. The All-Star Game attracted over
25,000 visitors to the city and large revenues were garnered through non-gambling
activities. However, these two events did not seem to mesh in Las Vegas in February 2007.
When the two cultures shared a single site, the combination presented an issue of safety
concern. Violence marred post-NBA All-Star Game partying in Las Vegas with multiple
shootings and arrests. These acts of violence documented in the media as well as the
overwhelming number of persons visiting Las Vegas caused a decline in safety perception
by Asian visitors.
Sample
Las Vegas is a destination for Asian visitors to celebrate Chinese New Year, the combination
of shopping opportunities and the casinos provides a multitude of opportunities for Asians to
enjoy the New Year. The global gambling industry reports a value of more than one trillion
(USD) and is noted as a leading leisure activity in many countries (Lam, 2005). However, the
history and signi?cance of gambling in China and with the Chinese people is unrivaled. The
?rst accounts of gambling were in China over 3,000 years ago as a form of entertainment at
all levels of Chinese society (Access Asia Limited, 2002). Organized gambling organizations
began to appear in the Tang Dynasty (AD 618-907). Throughout Chinese history, royalty and
peasants won untold wealth and have lost everything, from royal titles to their lives, through
the practice of gambling (Lam, 2005). Today, gambling is simply an acceptable form of
social activity, one in which Chinese people make friends, engage in business, sign deals,
and strengthen bonds with other players. However, the Chinese government stringently
prohibits casinos and all other forms of gambling facilities in Mainland China making
destinations such as Macao and Las Vegas ideal sites for those who can afford to try out their
luck.
Chinese NewYear is steeped in tradition, one of which tests one’s luck for the upcoming year
(Abowitz, 2007). The long held belief is if you gamble and win, you will have luck throughout
the year (Hilton, 2008). Casinos in Las Vegas realize the attractiveness of gambling to the
Chinese population, particularly during the Chinese New Year celebration, which has
become the second largest betting weekend of the year in Las Vegas, only behind the
traditional New Year (Friess, 2007). Las Vegas also realizes the importance of serving
Chinese visitors since more than 90 percent of Chinese visitors to the US visit Las Vegas
(Chong, 2008).
Racial tension
Racial differences and tension between the minority groups of Asians and
African-American’s appears in the literature. Asians are more likely to be immigrants;
college educated, and have a higher income than African-Americans. The tension lies in
their beliefs about the other cultures, including Asians fear of African-Americans. A recent
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study indicates 47 percent of Asians believe African American’s are responsible for the
majority of crimes committed in the USA, while 52 percent of African American’s believe
Asian business owners do not treat them with respect. Both groups indicate they are more
likely to date, develop friendships, and live near people of their own racial/ethnic group. Yet
both Asians and African-Americans state a preference for conducting business with Anglo
Americans (Prince, 2007).
Instrument
A questionnaire was developed by the researchers after studying many articles, books, and
several other studies based on the subject of international shopping and tourism safety. For
this study, safety includes personal safety, safety of personal property, and safety of
personal information. Asia-Paci?c visitors’ evaluation of their personal safety and the safety
of their personal belongings at various tourist activities and venues in Las Vegas were
assessed. These activities and venues include traveling on public transportation, traveling in
a taxi cab, visiting amusement parks, visiting government operated buildings, shopping in
malls, shopping in open air markets or street side vendors, and dining in a restaurant. In
addition, Asian visitors’ perceptions of safety about their credit card information was also
evaluated. Respondents indicated their perceived level of safety of these items on a
?ve-point scale (from 1 ¼ strongly disagree to 5 ¼ strongly agree). The instrument was
available both in English and Chinese. The Chinese version was translated and back
translated by persons ?uent in English and Chinese.
Sampling
Data were collected using the intercept survey methodology during the weekend of Chinese
New Year on three consecutive days: February 15 (Thursday) through February 17
(Saturday) in 2007 in Las Vegas, Nevada. Six trained research associates were stationed in a
major shopping center in a casino complex. International shoppers were randomly
approached using the intercept technique at one of the many shopping arcades of the
casino complex. Research associates con?rmed the respondents were international
shoppers prior to starting a survey. After the completion of the survey, the respondents
received an incentive valued at $10.
Analysis
The NBA All-Star Game is a week-long celebration by the fans and it was the 56th Game held
in Las Vegas in 2007. It was agreed that the Game would leave a lasting impact in the host
city’s community. The NBA All-Star 2007 competitions started on Friday, February 16 with the
Rookie Challenge. The excitement continued the next day with NBA All-Star Saturday
featuring the Shooting Stars. The week’s festivities culminated on Sunday, February 18 with
the playing of the 56th NBA All-Star Game. Violence in the city was expected to mount when
the level of the Game’s competitions accelerated. The negative effects on safety perception
by international visitors would also grow during these three days. A series of one-way
ANOVAs determines whether international visitors’ safety perception would change over the
three-day period from February 15 to 17, 2007. Means were separated by Fisher’s least
signi?cant. Differences were considered signi?cant at p , 0.05.
Results
Because Las Vegas is a popular destination for Asians during the Chinese New Year, the
majority (98) of the 150 respondents in this study were found to be from the Asia Paci?c
Region. The remainder was from Canada and Europe. Data retrieved from these 98
respondents serves as the information base. Table I displays the demographic information of
this group of respondents. More than 80 of the respondents came from either Mainland
China or Taiwan.
Tables II and III present the information regarding the respondents’ travel experience. Most
of them arrived in the US via airplane. Many were accompanied by their spouses on the trip
and the average group size was ?ve. The average length of stay during this trip was seven
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Table I Demographics of the Asian respondents
Variable Frequency Percent
Age
Under 21 15 15.3
21-30 17 17.3
31-40 26 26.5
41-50 18 18.4
51 and older 21 21.4
Education
Elementary 2 2.0
Junior high 5 5.1
High school 22 22.4
Bachelors degree 42 42.9
Masters or doctorate 21 21.4
Other 6 6.1
Marital status
Single 39 39.8
Married 58 59.2
Divorced 1 1.0
Occupation
Employed 31 31.6
Housewife 13 13.3
Student 20 20.4
Retired 3 3.1
Unemployed 1 1.0
Self-employed 25 25.5
Other 5 5.1
Nationality
Chinese 40 40.8
Taiwanese 44 44.9
Other 14 14.2
Table II Travel experience of the Asian respondents
Variable Frequency Percent
Transportation across the border
Auto 17 17.3
Airplane 76 77.6
Bus 3 3.1
Other 1 1.0
Travel company (multiple choice)
Alone 4
Spouse 44
Children 28
Relatives 36
Friends 29
Other 6
Transportation when going around
Rental car 35 35.7
Public transportation 14 14.3
Taxi cabs 19 19.4
Walking 10 10.2
Other 17 17.3
Major method of payment (multiple choice)
Cash 50
Credit card 50
Debit card 5
Travelers’ check 5
Other 5
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days. Respondents used cash and credit cards as the primary means of payments. Overall
speaking, the average number of visits by the respondents to the US during the past 12
months was two with an average length of stay of nine days.
The ANOVA tests on safety perception yields mixed results with regard to precautions about
credit card information, traveling on public transportation, traveling in a taxi cab, visiting
amusement parks, visiting government operated buildings, shopping in malls, shopping in
open air markets or street side vendors, and dining in a restaurant. No signi?cant differences
are found between the three days from February 15 to 17, in terms of precautions about
credit card information, and safety concerns when traveling on public transportation,
traveling in a taxi cab, visiting government operated buildings, or shopping in open air
markets or street side vendors. However, signi?cant differences are detected in both
perceptions of personal safety and safety of personal belongings on the following three
activities: shopping in malls, dining in a restaurant, and visiting amusement parks. As shown
in Table IV, respondents’ perceptions of personal safety decreases signi?cantly from
February 16 to 17 when shopping in malls and dining in a restaurant. Perception of personal
safety when visiting amusement parks purports to be lower during these three days.
Safety perception of personal belongings demonstrates a similar pattern for the
afore-mentioned three activities (see Table V). On February 17 the mean is signi?cantly
lower than February 16 when shopping in malls or dining in a restaurant. There is a
signi?cant difference in the perceptions of safety in visiting amusement parks comparing the
days of February 15 and 17, and February 16 and 17. On February 17 the mean is lower than
the other two days while a continuous drop in the mean values is evident between the three
days.
Table III Travel experience of the Asian respondents (mean values)
Variable N Mean SD
Length of stay 95 7.5 8.2
No. of accompany 92 5.1 3.4
No. of travel to USA during past 12 months 85 2.0 1.8
No. of days spent on each trip 81 9.0 7.2
Table IV ANOVA results of Asian respondents’ personal safety perception between the three days
Date
February 15 February 16 February 17
Perception of personal safety n Mean n Mean n Mean F p
Shopping in malls 23 3.8 40 4.0
a
34 3.4
b
3.01 0.04
Dining in a restaurant 23 3.9 40 4.1
a
35 3.5
b
3.13 0.04
Visiting amusement parks 23 4.0
a
39 3.7
a
34 3.2
b
3.67 0.02
Notes: Respondents used a ?ve-point Likert scale to indicate the perception of each safety item (1¼strongly disagree; 5 ¼ strongly
agree).
a,b
The mean difference is signi?cant at the p , 0.05 level in post hoc tests
Table V ANOVA results of Asian respondents’ safety perception of personal belongings between the three days
Date
February 15 February 16 February 17
Safety perception of personal belongings n Mean n Mean n Mean F p
Shopping in malls 23 3.8 40 3.9
a
34 3.3
b
4.11 0.02
Dining in a restaurant 23 3.9 40 4.0
a
35 3.5
b
3.09 0.04
Visiting amusement parks 23 3.9
a
40 3.7
a
35 3.1
b
3.65 0.02
Notes: Respondents used a ?ve-point Likert scale to indicate the perception of each safety item (1¼strongly disagree; 5 ¼ strongly
agree).
a,b
The mean difference is signi?cant at the p , 0.05 level in post hoc tests
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Discussion
This study assesses international tourists’ perception of safety while traveling in the USA,
using Las Vegas as the study venue. Since events out of the ordinary were present and
the Las Vegas locals were concerned about their own safety, the results of the survey are
interesting to say the least. The unique combination of the Chinese New Year celebration
along with the occurrence of a major sport event (i.e. the NBA All-Star Game) over the
same weekend provides interesting ?ndings. Las Vegas is a popular destination for Asian
Paci?c Islanders during Chinese New Year. In 2007 however, the addition of the NBA
All-Star game changed the environment as security was heightened. Private security
guards and off-duty Las Vegas police of?cers lined the shopping venue and casinos.
Many international tourists were intimidated by the number of visitors for the NBA game.
The comfort levels of the international visitors decreases as the number of other guests
increase. The once apparently safe and welcoming environment diminished signi?cantly.
Serious acts of violence during the Game days caused a drastic decline in safety
perception by Asian visitors. As the weekend progressed, violence in the city escalated,
resulting in the international visitors’ diminished assessment of their personal safety and
that of their belongings. If visitors are fearful of personal harm, businesses stand to lose
loyalty, customers, and ultimately revenue (Kaufman and Lane, 2004). The combination of
the Chinese New Year and NBA All-Star game proved to be a challenge to the safety and
security management in Las Vegas.
Las Vegas throws out the red carpet during Chinese New Year and becomes almost a
China Town. In 2007 however, the addition of the NBA All-Star Game disarrayed the
sense of harmony traditionally cherished by the Asian society. Many unexpected changes
had occurred. Malls, casinos, streets, and restaurants were packed. The only way to pass
was single ?le when maneuvering through the crowds. A one-mile drive down the strip
took an average of an hour. On February 15 most of the visitors to the shopping center
where the data were collected were obviously internationals. But as the weekend
progressed, the number of visitors for the NBA game began to increase dramatically.
Gradually fewer Asian visitors were seen either at that spot or at many other venues in the
city. The obvious drop of international visitors evidenced these people’s concern or even
fear. The decrease of the safety perception scores from February 16 to 17 validate this
claim. Due to budget limits, we did not collect data on February 18 on which the All-Star
Game was played. However, a further decrease in safety perception score would largely
be expected on this particular day since it featured the concluding event and the
culmination of the Game’s celebrations.
We all see the advertisements for Las Vegas stating that what happens in Vegas, stays in
Vegas. Following the collection of data we began to wonder if this were true. What if
international visitors’ perception of diminished safety impacts their likelihood to view Las
Vegas as a safe environment and to visit the city again? As mentioned earlier, racial
differences and tension and Asians’ fear of African-Americans existed between the two
minority groups. Both groups tend to hold biased beliefs toward each other while leaning
toward attaching to their own racial/ethnic group. Yet they are both open to Anglo American
culture. Event organizers in North America are therefore suggested to carefully consider any
possible racial tension when planning multiple events involving different racial/ethnic
groups. The safety and security concern raised by any one of the groups would bring
detrimental effects to the business in the long run.
Internal and external risks are the two general types of risks associated with tourist
shopping and affect an international tourist’s perception of safety. External risks are the
focus of the current study and may include both planned crimes and crimes of
opportunity associated with shoppers (Flicker and Gardner, 2002). Shopping facilities,
local surroundings, the shopping district, activities occurring in the area, and limited
experience in the area can all contribute to varying degrees of external risks (Yu¨ ksel and
Yu¨ ksel, 2007). Findings from this study support the claims made in previous research.
There seems to be a relationship between physical store environments, shopper
emotions, and subsequent shopping behavior. A hostile shopping environment negatively
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affects shoppers’ perception of their personal safety and safety of their personal property,
which subsequently in?uences their tendency to patronize or even visit the venue. This
consequence signi?cantly impacts tourism and revenues for tourist venues (Babin and
Draden, 1995).
All venues open to the public (e.g. restaurants, shopping malls, or amusement parks) owe a
legal duty of reasonable care (i.e. to provide safe venues to patrons). Some types of venue
have been determined to hold a heightened duty of care to protect guests. The latter
demonstrates a ‘‘special relationship’’ which is above and beyond the former. Under the
circumstances of heightened duty of care, customers entrusts their safety to a venue or
service provider. Many now consider a merchant/customer relationship to contain the
heightened duty of care (Watters and Lawder, 2003). The duty to protect in a special
relationship extends to ‘‘foreseeable’’ acts, even if they were intentionally committed by a
disinterested third party (Watters and Lawder, 2003). Liability issues where crimes and
attacks occur will ?nancially devastate businesses. Results from this study showed that
shopping centers and other tourist destinations and venues should care for a twofold
responsibility in guest safety. They should not be complacent with simply providing a safe
venue for visitors, but must take precautions in foreseeing any possible dangers in running
the businesses. Tourist venues, including shopping malls, restaurants, and amusement
parks, need to be proactive in protecting their customers. Hopefully this mentality will
contribute towards a visibly safer shopping and tourist environment, not only in Las Vegas,
but also at other tourist destinations in the US.
One interesting aside, on interviewing the mall marketing manager, she stated,
merchandise was ?ying out of the stores, sales associates were unable to maintain
adequate stock levels, and total sales were extremely high. The stores were so busy;
guards and off-duty police limited access to each store based on the number of
customers inside due to ?re code. The shopping center/casino was packed. However,
early in the morning there were many international shoppers but as the day progressed
the number radically diminished. Although the environment was one of skepticism if not
fear, retail sales were excellent. On completing the study the researchers noted in a local
paper that Las Vegas was not likely to host to events such as these at the same time. For
this week in February 2007, Las Vegas became a tale of two cities. Retailers, mall
managers, and the city of Las Vegas had to decide if the heightened sales was due to
Chinese New Year visitors or the NBA visitors and if it were worth it to host two diverse
events again at the same time. Since the time of this study, Macao has opened a number
of new casinos to cater to the Asian gambler. With the opening of Sands Casino Macau
and the Wynn Casino Macu, Macu has become the gambling capital of the world.
Revenue for Las Vegas casinos has continued to drop since the time of this study, in 2010
revenue dropped 8 percent since the previous year from $414.5 million to $383 million
(Jones, 2010). Apparently Las Vegas has lost of some of the cachet associated with the
time held tradition of traveling to the United States for Chinese New Year.
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implications for sport events’’, Journal of Sport & Tourism, Vol. 12 No. 2, pp. 99-114.
Corresponding author
Jingxue (Jessica) Yuan can be contacted at: [email protected]
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doc_536083511.pdf
This study seeks to assess international tourists’ perception of safety while shopping in the
USA, using Las Vegas as the study site. Over recent years, Las Vegas became an international
destination for visitors from the Asia-Pacific region to celebrate Chinese New Year. In February 2007, Las
Vegas hosted the NBA All-Star Game for the first time from February 16 to 18. The two major events
occurred over the same weekend. When two cultures shared a single site, however, the combination
presented an issue of safety concern.
International Journal of Culture, Tourism and Hospitality Research
Safety concerns of international shoppers in Las Vegas
Deborah C. Fowler Mitzi K. Lauderdale Ben K. Goh J ingxue (J essica) Yuan
Article information:
To cite this document:
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Vegas", International J ournal of Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 238 - 249
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J oaquín Alegre, Magdalena Cladera, (2012),"Tourist characteristics that influence shopping participation and expenditures", International
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Safety concerns of international shoppers
in Las Vegas
Deborah C. Fowler, Mitzi K. Lauderdale, Ben K. Goh and Jingxue (Jessica) Yuan
Abstract
Purpose – This study seeks to assess international tourists’ perception of safety while shopping in the
USA, using Las Vegas as the study site. Over recent years, Las Vegas became an international
destination for visitors fromthe Asia-Paci?c region to celebrate Chinese NewYear. In February 2007, Las
Vegas hosted the NBA All-Star Game for the ?rst time from February 16 to 18. The two major events
occurred over the same weekend. When two cultures shared a single site, however, the combination
presented an issue of safety concern.
Design/methodology/approach – Data were collected using an intercept methodology over the
three-day period in a major shopping venue/casino from February 15 to 17, 2007.
Findings – The study ?nds that many of the tourists carried a large amount of cash on their person. As
the week progressed, Asian visitors were less likely to feel their person and belongings were safe in the
three major venues researched of restaurants, shopping centers, and amusement parks.
Originality/value – Fewpapers have addressed the safety concerns of international tourists in the USA,
speci?cally in Las Vegas. Findings of this study contribute to the safety and security management of
various tourist venues.
Keywords Safety and security, International visitors, Shopping malls, Shopping centres, Perception,
Las Vegas, United States of America
Paper type Research paper
Introduction
The USA is the largest travel and tourismeconomy in the world, with an estimated demand of
more than US$1,747 billion for 2008, which in turn created almost 15 million jobs (World
Travel & Tourism Council (WTTC), 2008). Despite the enormous economic impact of the
travel and tourism industry on the economy, the US was ranked 47th out of the 124 countries
surveyed in terms of ‘‘Prioritization of Travel and Tourism Strategies’’ (Blanke and Chiesa,
2007). The US government does not promote the US as a travel destination, and does even
less in assuring international tourists of their safety concerns. Unfortunately international
tourists’ perception of risk may determine their plans in regard to travel, shopping, and
sightseeing. Tourists need to have a perception of safety, this perception is often more
important than the reality. If a tourist’s perception of a venue is unsafe, the tourist will avoid
the venue altogether. In addition, if a crime does occur, the incident impacts tourist spending
and the desire to recommend a tourist site or return to the tourism site in the future (Kennedy
and Sakis, 1999).
Acts of violence occur every minute of every day against tourists all around the world (Pizam,
1999). Some acts are aimed directly at tourists. Other acts may not target tourists directly,
but the consequences are still devastating. For example, the terrorist attacks of 9/11 in New
York and Washington, DC killed both local residents and tourists using airlines for
transportation and those visiting private and government buildings (Watters and Lawder,
2003). Tourists may easily become discouraged from traveling to the USA because of safety
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VOL. 6 NO. 3 2012, pp. 238-249, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181211246384
Deborah C. Fowler is
Associate Professor, Mitzi
K. Lauderdale is Assistant
Professor, and Ben K. Goh
and Jingxue (Jessica) Yuan
are both Associate
Professors, all in the
Department of Nutrition,
Hospitality and Retailing,
Texas Tech University,
Lubbock, Texas, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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concerns while ?ying, even though air travel is one of the safest modes of transportation
(Leggat and Klein, 2001). On arrival, perceived risks associated with transportation,
shopping, and sightseeing are likely to in?uence the tourists’ current and future decisions
(Yu¨ ksel and Yu¨ ksel, 2007). Travelers face potential physical and ?nancial risks during
various travel activities. Serious acts of violence at a tourist venue can cause a drastic
decline in tourist demand, which in turn hurts businesses (Lankford, 1996; Pizam, 1999;
Pizam and Mansfeld, 1996).
While tourists prefer not to think about it and tourism operators often choose to remain silent
about it, deaths of tourists occur on a regular basis. Seven common causes of tourist death
show up in the literature. The most common cause of death for tourists is traf?c accidents.
Other principal causes include: ‘‘accidents in the course of touristic activities, violence,
substance abuse, terrorist acts and natural disasters’’ (Cohen, 2009).
Tourists face many decisions related to activities while on holiday. These decisions can affect
safety risks and possibly lead to loss of property and even death; the consequences for
retailers and tourist venues are uncertain but usually negative (Yu¨ ksel and Yu¨ ksel, 2007). It is
particularly important to address any safety concerns, because visitors have only personal
perceptions to base their decisions. ‘‘The terrorist attacks of September 11, 2001, caused
many [. . .] to fear gathering in public places such as tourist attractions, entertainment
events, and shopping malls’’ (Flicker and Gardner, 2002). Today tourists prefer security
personnel with a strong, visible presence. In a recent study, researchers found shoppers
have a high level of concern for their personal safety. Their desire for increased protection
also varied from venue to venue (Kaufman and Lane, 2004). What makes the perceptions
vary? If one can isolate key factors tourists’ and shoppers’ look for to feel safe, venues and
tourist locations will gain a competitive advantage over others. Furthermore, legal liability
exposure reduces as the precautions taken by venues increase.
This study evaluates international tourists’ perception of safety while traveling in the USA,
speci?cally Las Vegas, Nevada during the 2007 Chinese New Year Celebration. For this
study, safety includes personal safety, safety of personal property, and safety of personal
information. The NBA All-Star game was held over the same weekend. The mixture of two
major events involving two different cultures was expected to produce interesting ?ndings to
address internationals travelers’ safety and security concerns.
Literature review
Travelers’ safety and security concerns
Safety and security of tourists is an absolute prerequisite for a successful tourist operation
(Yu¨ ksel and Yu¨ ksel, 2007). Tourists are considered to be vulnerable to victimization of crime
due to varying behavior patterns, carrying large amounts of money, lack of familiarity of their
environments, and they also tend to look different, standing out in a crowd (Brunt et al., 2000;
Pizam and Mansfeld, 1996). Some speculate the propensity of tourists as victims comes
from the simple fact that tourists spend more time outdoors, sightseeing, dining, and
shopping (Brunt et al., 2000). Additionally, tourists often involve themselves in risky behavior.
Tourists are less likely to be aware of the local laws and processes of reporting crimes and
pressing charges against criminals. Therefore, the likelihood of successfully stealing fromor
harming a visitor is high while the risk of conviction and detection are low (Brunt et al., 2000;
Pizam and Mansfeld, 1996). All of these behaviors and characteristics make tourists more
susceptible to becoming victims of crime.
Acts of violence occur every minute of every day against tourists all around the world (Pizam,
1999). Some acts of violence are aimed directly at tourists, such a shooting a tourist while
driving a rental car in Florida or robbing a tourist train in Mexico (Pizam, 1999). Other acts of
violence may not target tourists directly, but the consequences are still devastating. For
example, the terrorist attacks of 9/11 killed both local residents and tourists using airlines for
transportation and those visiting both private and government buildings (Watters and
Lawder, 2003). Crimes against tourists can be classi?ed into two broad categories: crimes of
opportunity such as robbery, assault, and rape; and planned crimes such as terrorism
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(Flicker and Gardner, 2002). At the extreme, in regard to safety and security, are
premeditated acts of violence such as terrorism or the consequential acts of rape and
murder.
All countries face issues of safety and security in tourism development, but many face these
issues with much more severity. With terrorist attacks occurring all over the world, terrorism
does weigh on the minds of travelers. For example, both the Bangkok Post and the New York
Times report the need to outwardly address safety issues after sexual assaults and killings of
foreign tourists in Thailand (Jitpleecheep, 2007; Mydans, 2008). And the US government
warned travelers to avoid southern Thailand after a bomb exploded killing two and injuring
many more. Recent riots in Bangkok further hampered tourismand shopping. The number of
passengers entering Bangkok’s major airport after the April riots dropped 8 percent, on May
19 and 20 the number of visitors dropped by 50 percent from the previous year. The biggest
loss suffered was by the Central Pattana PCL, the Central World Shopping Mall, the second
largest in Southeast Asia was set on ?re by protesters of May 19. The Hotelier Erawan Group
has cut its projected revenue by 20 percent due to the riots (Reuters, May 25, 2010).
These warnings can affect the volume of travelers and ultimately the economy of these
countries. While the consequences to the criminal may be very low, the consequences to the
local business community can be devastating. For individual victims, their future travel
decisions may adversely be affected (Brunt et al., 2000; Pizam, 1999). Even more disturbing
is negative publicity reduces the demand for the tourist destination (Bar-On, 1996). Crimes
against tourists in the USA have gained international media attention and cover both crimes
of opportunity and most notably the planned crime of 9/11. Over the last decade, media
attention focuses on criminal acts leading to the allocation of already limited resources to
convince tourists travel is safe (Flicker and Gardner, 2002; Tarlow and Muehsam, 1996).
Safety concern in transportation
Fear regarding safety begins with the choice of mode of transportation to the destination.
Tourists may easily become discouraged when traveling to the USA because of safety
concerns while ?ying, even though ?ying is one of the safest modes of transportation
(Leggat and Klein, 2001). On arrival, a tourist has many choices in regard to transportation,
including public transportation (buses, subways, or trains) and private transportation (taxi
cabs or rental cars). Tourists may walk, drive, or ride to a tourist venue, a restaurant, or retail
center. When walking or driving to a desired location, tourists depend on reading maps and
often questioning strangers in regard to directions. Both behaviors place them at risk by
communicating their vulnerability to potential criminals. Travelers also face physical and
?nancial risks of being mugged. A mugging is an assault, sometimes violent, and usually by
surprise, and with the intent to rob, usually in a public place (Leggat and Klein, 2001).
Certain choices may reduce the risk of harm while traveling, but crimes occur even when
taking precautions.
Tourists may rent personal automobiles, which provide ?exibility and sometimes economic
bene?t. However, it presents a risk in navigating in unknown surroundings, asking for help,
and driving to unsafe areas. Distinct risks are associated with traveling alone; and hired cars
are particularly vulnerable to attack (Leggat and Klein, 2001). Taxicabs also present
challenges. Accidents and injuries contribute to the mortality of travelers worldwide, with
road traf?c accidents serving as a large contributor (Leggat and Fischer, 2006). All forms of
transportation place tourists at risk of being mugged or injured as a result of crime and
violence (Leggat and Klein, 2001; Pizam and Mansfeld, 1996).
Safety concern in shopping
Tourists also face many decisions relating to activities while on holiday. These decisions can
affect safety risks and possibly lead to loss of property; and the consequences are uncertain
(Yu¨ ksel and Yu¨ ksel, 2007). Almost all tourists shop while visiting a destination. Indeed, many
tourists seem to travel just for the experience and enjoyment of shopping (Timothy and
Butler, 1995). Visitors are often drawn to shopping centers because of the large selection of
merchandise, but there are many other reasons as well. Indoor centers provide a favorable
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climate, perceived freedom from safety concerns and even a high potential for social
interaction (Yu¨ ksel and Yu¨ ksel, 2007). Shopping centers are thought to be areas of risk for
planned crimes of terrorismdue to the large number of people in one location or a soft target.
Furthermore, crimes of opportunity are evident since shoppers carry large amounts of
money and are burdened and distracted with their purchases. Credit card information can
also be stolen during transactions which can lead to personal identity theft (Yu¨ ksel and
Yu¨ ksel, 2007). One’s perception of safety while shopping affects tourists’ purchasing
behaviors (Babin and Draden, 1995).
Two general types of risks are associated with shopping and affect a tourist’s perception of
safety, namely internal and external risks. Internal risks stem from interactions with
salespeople and include trickery and poor treatment. External risks, however, are the focus
of the current study. Both planned crimes and crimes of opportunity fall within external risks
associated with tourist shoppers (Flicker and Gardner, 2002). Varying degrees of risks can
be perceived as external risks and depend on many factors such as shopping facilities, local
surroundings, the shopping district, activities occurring in the area, and limited experience
in the area (Yu¨ ksel and Yu¨ ksel, 2007). As documented by previous research concerning
relationships between physical store environments, shopper emotions, and subsequent
shopping behavior, shoppers’ perception of their safety can signi?cantly impact tourism and
revenues for tourist venues (Babin and Draden, 1995).
Legal duty to provide safe tourist venues
All venues open to the public minimally owe a duty of reasonable care to their guests. There
is also a heightened duty of care to protect guests, which refers to a ‘‘special relationship’’.
This duty to protect is above and beyond the duty of reasonable care. A ‘‘special
relationship’’ generally exists when an invitee entrusts their safety to a venue or service
provider, like a hotel/guest relationship or a hospital/patient relationship. Some states are
now extending this heightened duty of care to a merchant/customer relationship (Watters
and Lawder, 2003). The duty to protect in a special relationship extends to ‘‘foreseeable’’
acts, even if they were intentionally committed by a disinterested third party (Watters and
Lawder, 2003). Venues thus may not be aware that they have not only a duty of reasonable
care to guests, but possibly a heightened duty to protect as well. After the incident in 2001, it
is now arguable that terrorist attacks are ‘‘foreseeable’’ and would fall within the realm of
liability.
Tourism related litigation is a concern for all stakeholders in the tourism industry. The desire
to create a safe environment for visitors is necessary for the success of a tourism venue.
Unfortunately, state and federal courts hear numerous third-party lawsuits involving plaintiffs
who have suffered criminal attack while guests of hotels, customers of shopping centers,
tenants of apartment complexes, or guests of other types of venues. Premises security
lawsuits are among the fastest growing type of personal injury lawsuits (Kennedy and Sakis,
1999). Tourists carry large sums of money and are often unfamiliar with the environment,
making them more susceptible to becoming victims of crime. In addition, tourists are
generally easy to spot because of their sightseeing behavior, giving criminals the perception
they are easy targets for crime. The perception of the tourist as an easy target also places
premises at risk of litigation regarding guest safety and security. In addition to risks
regarding physical safety and potential theft, there are additional risks associated with credit
card usage and personal identity theft. Credit card information can be stolen during
transactions and at times can lead to personal identity theft (Yu¨ ksel and Yu¨ ksel, 2007).
Shopping centers and other tourist destinations have a twofold responsibility for guest
safety, including a duty of reasonable care and a special relationship. Liability issues where
crimes and attacks occur ?nancially devastate businesses. The private sector plays such an
important role in homeland security since a majority of the nation’s critical infrastructure is
privately owned (Orszag, 2003). The government alone cannot protect the country from
terrorist attacks. The private sector must do their part as well to protect their own interest as
well as the interest of public safety.
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Methodology
Study venue
Las Vegas is a popular tourist destination for gambling, shopping, and entertainment. The
number of visitors to Las Vegas increases steadily each year. In 2007 it reached over 39
million (GLS Research, 2007). Although the majority (88 percent) of tourists visiting Las
Vegas is domestic travelers, international tourists, reportedly almost 5 million in 2007,
remained relatively stable as a percentage of total visitors (GLS Research, 2007). From2001
to 2007, visitor spending increased over 30 percent (Center for Business and Economic
Research, 2007). Visitors ranked gambling, show and entertainment, dining, sightseeing,
and shopping as the top ?ve deciding factors to visit Las Vegas (GLS Research, 2007). One
area noticeably growing in popularity is sport entertainment. Tourism is vital to the prosperity
of Las Vegas and negative perceptions of safety can harmfully impact the local economy.
In February 2007, Las Vegas chose to host two major events over the same weekend,
namely the Chinese New Year and the NBA All-Star Game. It was the ?rst time for Las Vegas
to hold the NBA All-Star Game, and apparently the last. Chinese New Year traditionally
brings millions of dollars to the city in gambling revenue alone, not to mention all of the
non-gambling revenues including shopping expenditures. The All-Star Game attracted over
25,000 visitors to the city and large revenues were garnered through non-gambling
activities. However, these two events did not seem to mesh in Las Vegas in February 2007.
When the two cultures shared a single site, the combination presented an issue of safety
concern. Violence marred post-NBA All-Star Game partying in Las Vegas with multiple
shootings and arrests. These acts of violence documented in the media as well as the
overwhelming number of persons visiting Las Vegas caused a decline in safety perception
by Asian visitors.
Sample
Las Vegas is a destination for Asian visitors to celebrate Chinese New Year, the combination
of shopping opportunities and the casinos provides a multitude of opportunities for Asians to
enjoy the New Year. The global gambling industry reports a value of more than one trillion
(USD) and is noted as a leading leisure activity in many countries (Lam, 2005). However, the
history and signi?cance of gambling in China and with the Chinese people is unrivaled. The
?rst accounts of gambling were in China over 3,000 years ago as a form of entertainment at
all levels of Chinese society (Access Asia Limited, 2002). Organized gambling organizations
began to appear in the Tang Dynasty (AD 618-907). Throughout Chinese history, royalty and
peasants won untold wealth and have lost everything, from royal titles to their lives, through
the practice of gambling (Lam, 2005). Today, gambling is simply an acceptable form of
social activity, one in which Chinese people make friends, engage in business, sign deals,
and strengthen bonds with other players. However, the Chinese government stringently
prohibits casinos and all other forms of gambling facilities in Mainland China making
destinations such as Macao and Las Vegas ideal sites for those who can afford to try out their
luck.
Chinese NewYear is steeped in tradition, one of which tests one’s luck for the upcoming year
(Abowitz, 2007). The long held belief is if you gamble and win, you will have luck throughout
the year (Hilton, 2008). Casinos in Las Vegas realize the attractiveness of gambling to the
Chinese population, particularly during the Chinese New Year celebration, which has
become the second largest betting weekend of the year in Las Vegas, only behind the
traditional New Year (Friess, 2007). Las Vegas also realizes the importance of serving
Chinese visitors since more than 90 percent of Chinese visitors to the US visit Las Vegas
(Chong, 2008).
Racial tension
Racial differences and tension between the minority groups of Asians and
African-American’s appears in the literature. Asians are more likely to be immigrants;
college educated, and have a higher income than African-Americans. The tension lies in
their beliefs about the other cultures, including Asians fear of African-Americans. A recent
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study indicates 47 percent of Asians believe African American’s are responsible for the
majority of crimes committed in the USA, while 52 percent of African American’s believe
Asian business owners do not treat them with respect. Both groups indicate they are more
likely to date, develop friendships, and live near people of their own racial/ethnic group. Yet
both Asians and African-Americans state a preference for conducting business with Anglo
Americans (Prince, 2007).
Instrument
A questionnaire was developed by the researchers after studying many articles, books, and
several other studies based on the subject of international shopping and tourism safety. For
this study, safety includes personal safety, safety of personal property, and safety of
personal information. Asia-Paci?c visitors’ evaluation of their personal safety and the safety
of their personal belongings at various tourist activities and venues in Las Vegas were
assessed. These activities and venues include traveling on public transportation, traveling in
a taxi cab, visiting amusement parks, visiting government operated buildings, shopping in
malls, shopping in open air markets or street side vendors, and dining in a restaurant. In
addition, Asian visitors’ perceptions of safety about their credit card information was also
evaluated. Respondents indicated their perceived level of safety of these items on a
?ve-point scale (from 1 ¼ strongly disagree to 5 ¼ strongly agree). The instrument was
available both in English and Chinese. The Chinese version was translated and back
translated by persons ?uent in English and Chinese.
Sampling
Data were collected using the intercept survey methodology during the weekend of Chinese
New Year on three consecutive days: February 15 (Thursday) through February 17
(Saturday) in 2007 in Las Vegas, Nevada. Six trained research associates were stationed in a
major shopping center in a casino complex. International shoppers were randomly
approached using the intercept technique at one of the many shopping arcades of the
casino complex. Research associates con?rmed the respondents were international
shoppers prior to starting a survey. After the completion of the survey, the respondents
received an incentive valued at $10.
Analysis
The NBA All-Star Game is a week-long celebration by the fans and it was the 56th Game held
in Las Vegas in 2007. It was agreed that the Game would leave a lasting impact in the host
city’s community. The NBA All-Star 2007 competitions started on Friday, February 16 with the
Rookie Challenge. The excitement continued the next day with NBA All-Star Saturday
featuring the Shooting Stars. The week’s festivities culminated on Sunday, February 18 with
the playing of the 56th NBA All-Star Game. Violence in the city was expected to mount when
the level of the Game’s competitions accelerated. The negative effects on safety perception
by international visitors would also grow during these three days. A series of one-way
ANOVAs determines whether international visitors’ safety perception would change over the
three-day period from February 15 to 17, 2007. Means were separated by Fisher’s least
signi?cant. Differences were considered signi?cant at p , 0.05.
Results
Because Las Vegas is a popular destination for Asians during the Chinese New Year, the
majority (98) of the 150 respondents in this study were found to be from the Asia Paci?c
Region. The remainder was from Canada and Europe. Data retrieved from these 98
respondents serves as the information base. Table I displays the demographic information of
this group of respondents. More than 80 of the respondents came from either Mainland
China or Taiwan.
Tables II and III present the information regarding the respondents’ travel experience. Most
of them arrived in the US via airplane. Many were accompanied by their spouses on the trip
and the average group size was ?ve. The average length of stay during this trip was seven
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Table I Demographics of the Asian respondents
Variable Frequency Percent
Age
Under 21 15 15.3
21-30 17 17.3
31-40 26 26.5
41-50 18 18.4
51 and older 21 21.4
Education
Elementary 2 2.0
Junior high 5 5.1
High school 22 22.4
Bachelors degree 42 42.9
Masters or doctorate 21 21.4
Other 6 6.1
Marital status
Single 39 39.8
Married 58 59.2
Divorced 1 1.0
Occupation
Employed 31 31.6
Housewife 13 13.3
Student 20 20.4
Retired 3 3.1
Unemployed 1 1.0
Self-employed 25 25.5
Other 5 5.1
Nationality
Chinese 40 40.8
Taiwanese 44 44.9
Other 14 14.2
Table II Travel experience of the Asian respondents
Variable Frequency Percent
Transportation across the border
Auto 17 17.3
Airplane 76 77.6
Bus 3 3.1
Other 1 1.0
Travel company (multiple choice)
Alone 4
Spouse 44
Children 28
Relatives 36
Friends 29
Other 6
Transportation when going around
Rental car 35 35.7
Public transportation 14 14.3
Taxi cabs 19 19.4
Walking 10 10.2
Other 17 17.3
Major method of payment (multiple choice)
Cash 50
Credit card 50
Debit card 5
Travelers’ check 5
Other 5
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days. Respondents used cash and credit cards as the primary means of payments. Overall
speaking, the average number of visits by the respondents to the US during the past 12
months was two with an average length of stay of nine days.
The ANOVA tests on safety perception yields mixed results with regard to precautions about
credit card information, traveling on public transportation, traveling in a taxi cab, visiting
amusement parks, visiting government operated buildings, shopping in malls, shopping in
open air markets or street side vendors, and dining in a restaurant. No signi?cant differences
are found between the three days from February 15 to 17, in terms of precautions about
credit card information, and safety concerns when traveling on public transportation,
traveling in a taxi cab, visiting government operated buildings, or shopping in open air
markets or street side vendors. However, signi?cant differences are detected in both
perceptions of personal safety and safety of personal belongings on the following three
activities: shopping in malls, dining in a restaurant, and visiting amusement parks. As shown
in Table IV, respondents’ perceptions of personal safety decreases signi?cantly from
February 16 to 17 when shopping in malls and dining in a restaurant. Perception of personal
safety when visiting amusement parks purports to be lower during these three days.
Safety perception of personal belongings demonstrates a similar pattern for the
afore-mentioned three activities (see Table V). On February 17 the mean is signi?cantly
lower than February 16 when shopping in malls or dining in a restaurant. There is a
signi?cant difference in the perceptions of safety in visiting amusement parks comparing the
days of February 15 and 17, and February 16 and 17. On February 17 the mean is lower than
the other two days while a continuous drop in the mean values is evident between the three
days.
Table III Travel experience of the Asian respondents (mean values)
Variable N Mean SD
Length of stay 95 7.5 8.2
No. of accompany 92 5.1 3.4
No. of travel to USA during past 12 months 85 2.0 1.8
No. of days spent on each trip 81 9.0 7.2
Table IV ANOVA results of Asian respondents’ personal safety perception between the three days
Date
February 15 February 16 February 17
Perception of personal safety n Mean n Mean n Mean F p
Shopping in malls 23 3.8 40 4.0
a
34 3.4
b
3.01 0.04
Dining in a restaurant 23 3.9 40 4.1
a
35 3.5
b
3.13 0.04
Visiting amusement parks 23 4.0
a
39 3.7
a
34 3.2
b
3.67 0.02
Notes: Respondents used a ?ve-point Likert scale to indicate the perception of each safety item (1¼strongly disagree; 5 ¼ strongly
agree).
a,b
The mean difference is signi?cant at the p , 0.05 level in post hoc tests
Table V ANOVA results of Asian respondents’ safety perception of personal belongings between the three days
Date
February 15 February 16 February 17
Safety perception of personal belongings n Mean n Mean n Mean F p
Shopping in malls 23 3.8 40 3.9
a
34 3.3
b
4.11 0.02
Dining in a restaurant 23 3.9 40 4.0
a
35 3.5
b
3.09 0.04
Visiting amusement parks 23 3.9
a
40 3.7
a
35 3.1
b
3.65 0.02
Notes: Respondents used a ?ve-point Likert scale to indicate the perception of each safety item (1¼strongly disagree; 5 ¼ strongly
agree).
a,b
The mean difference is signi?cant at the p , 0.05 level in post hoc tests
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Discussion
This study assesses international tourists’ perception of safety while traveling in the USA,
using Las Vegas as the study venue. Since events out of the ordinary were present and
the Las Vegas locals were concerned about their own safety, the results of the survey are
interesting to say the least. The unique combination of the Chinese New Year celebration
along with the occurrence of a major sport event (i.e. the NBA All-Star Game) over the
same weekend provides interesting ?ndings. Las Vegas is a popular destination for Asian
Paci?c Islanders during Chinese New Year. In 2007 however, the addition of the NBA
All-Star game changed the environment as security was heightened. Private security
guards and off-duty Las Vegas police of?cers lined the shopping venue and casinos.
Many international tourists were intimidated by the number of visitors for the NBA game.
The comfort levels of the international visitors decreases as the number of other guests
increase. The once apparently safe and welcoming environment diminished signi?cantly.
Serious acts of violence during the Game days caused a drastic decline in safety
perception by Asian visitors. As the weekend progressed, violence in the city escalated,
resulting in the international visitors’ diminished assessment of their personal safety and
that of their belongings. If visitors are fearful of personal harm, businesses stand to lose
loyalty, customers, and ultimately revenue (Kaufman and Lane, 2004). The combination of
the Chinese New Year and NBA All-Star game proved to be a challenge to the safety and
security management in Las Vegas.
Las Vegas throws out the red carpet during Chinese New Year and becomes almost a
China Town. In 2007 however, the addition of the NBA All-Star Game disarrayed the
sense of harmony traditionally cherished by the Asian society. Many unexpected changes
had occurred. Malls, casinos, streets, and restaurants were packed. The only way to pass
was single ?le when maneuvering through the crowds. A one-mile drive down the strip
took an average of an hour. On February 15 most of the visitors to the shopping center
where the data were collected were obviously internationals. But as the weekend
progressed, the number of visitors for the NBA game began to increase dramatically.
Gradually fewer Asian visitors were seen either at that spot or at many other venues in the
city. The obvious drop of international visitors evidenced these people’s concern or even
fear. The decrease of the safety perception scores from February 16 to 17 validate this
claim. Due to budget limits, we did not collect data on February 18 on which the All-Star
Game was played. However, a further decrease in safety perception score would largely
be expected on this particular day since it featured the concluding event and the
culmination of the Game’s celebrations.
We all see the advertisements for Las Vegas stating that what happens in Vegas, stays in
Vegas. Following the collection of data we began to wonder if this were true. What if
international visitors’ perception of diminished safety impacts their likelihood to view Las
Vegas as a safe environment and to visit the city again? As mentioned earlier, racial
differences and tension and Asians’ fear of African-Americans existed between the two
minority groups. Both groups tend to hold biased beliefs toward each other while leaning
toward attaching to their own racial/ethnic group. Yet they are both open to Anglo American
culture. Event organizers in North America are therefore suggested to carefully consider any
possible racial tension when planning multiple events involving different racial/ethnic
groups. The safety and security concern raised by any one of the groups would bring
detrimental effects to the business in the long run.
Internal and external risks are the two general types of risks associated with tourist
shopping and affect an international tourist’s perception of safety. External risks are the
focus of the current study and may include both planned crimes and crimes of
opportunity associated with shoppers (Flicker and Gardner, 2002). Shopping facilities,
local surroundings, the shopping district, activities occurring in the area, and limited
experience in the area can all contribute to varying degrees of external risks (Yu¨ ksel and
Yu¨ ksel, 2007). Findings from this study support the claims made in previous research.
There seems to be a relationship between physical store environments, shopper
emotions, and subsequent shopping behavior. A hostile shopping environment negatively
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affects shoppers’ perception of their personal safety and safety of their personal property,
which subsequently in?uences their tendency to patronize or even visit the venue. This
consequence signi?cantly impacts tourism and revenues for tourist venues (Babin and
Draden, 1995).
All venues open to the public (e.g. restaurants, shopping malls, or amusement parks) owe a
legal duty of reasonable care (i.e. to provide safe venues to patrons). Some types of venue
have been determined to hold a heightened duty of care to protect guests. The latter
demonstrates a ‘‘special relationship’’ which is above and beyond the former. Under the
circumstances of heightened duty of care, customers entrusts their safety to a venue or
service provider. Many now consider a merchant/customer relationship to contain the
heightened duty of care (Watters and Lawder, 2003). The duty to protect in a special
relationship extends to ‘‘foreseeable’’ acts, even if they were intentionally committed by a
disinterested third party (Watters and Lawder, 2003). Liability issues where crimes and
attacks occur will ?nancially devastate businesses. Results from this study showed that
shopping centers and other tourist destinations and venues should care for a twofold
responsibility in guest safety. They should not be complacent with simply providing a safe
venue for visitors, but must take precautions in foreseeing any possible dangers in running
the businesses. Tourist venues, including shopping malls, restaurants, and amusement
parks, need to be proactive in protecting their customers. Hopefully this mentality will
contribute towards a visibly safer shopping and tourist environment, not only in Las Vegas,
but also at other tourist destinations in the US.
One interesting aside, on interviewing the mall marketing manager, she stated,
merchandise was ?ying out of the stores, sales associates were unable to maintain
adequate stock levels, and total sales were extremely high. The stores were so busy;
guards and off-duty police limited access to each store based on the number of
customers inside due to ?re code. The shopping center/casino was packed. However,
early in the morning there were many international shoppers but as the day progressed
the number radically diminished. Although the environment was one of skepticism if not
fear, retail sales were excellent. On completing the study the researchers noted in a local
paper that Las Vegas was not likely to host to events such as these at the same time. For
this week in February 2007, Las Vegas became a tale of two cities. Retailers, mall
managers, and the city of Las Vegas had to decide if the heightened sales was due to
Chinese New Year visitors or the NBA visitors and if it were worth it to host two diverse
events again at the same time. Since the time of this study, Macao has opened a number
of new casinos to cater to the Asian gambler. With the opening of Sands Casino Macau
and the Wynn Casino Macu, Macu has become the gambling capital of the world.
Revenue for Las Vegas casinos has continued to drop since the time of this study, in 2010
revenue dropped 8 percent since the previous year from $414.5 million to $383 million
(Jones, 2010). Apparently Las Vegas has lost of some of the cachet associated with the
time held tradition of traveling to the United States for Chinese New Year.
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implications for sport events’’, Journal of Sport & Tourism, Vol. 12 No. 2, pp. 99-114.
Corresponding author
Jingxue (Jessica) Yuan can be contacted at: [email protected]
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