Exploring the Types of Casinos Preferred in Japan via Conjoint Analysis of Relevant Words

Table 2

Extraction protocol for words expressing levels.

Factor	Level	Extraction of levels
Location	Odaiba; Shinjuku; Ginza	How will location affect how local residents value the casino? We extracted words at the level of “Local.” All subjects commuted to either school or work; therefore, three distinct words with different characteristics served as the levels. All subjects were familiar with the features of each place.; Odaiba, which is coastal, features an exhibition hall, a hotel, and amusement facilities. Many foreign tourists visit; land is available.; Shinjuku is a business district in which the Tokyo Metropolitan Government Office and many other office buildings are located. This is one of the largest entertainment districts in Japan; many people come and go around the clock. There are many restaurants, bars, and entertainment facilities.; Ginza has many old department stores and modern high-end stores. Although the luxury shopping street still has an old-fashioned atmosphere, many new commercial buildings have been constructed.
Restrictions on betting	Upper limit; Without limit; Lower limit	We nest set the general rules of Betting. We extracted words equivalent to “Restrictions” when betting money and also words equivalent to “Without limit,” indicating that the amount of money that could be bet is not controlled. The word “lower limit” was extracted based on features of overseas casinos [2].
Atmosphere	Luxury; Extraordinary; Entertaining	For several reasons, we extracted words corresponding to levels of atmosphere, as follows.; “Luxury” was extracted given that a casino requires a great deal of investment and commitment [22].; We extracted “extraordinary” because casinos are new ventures in Japan.; We extracted “entertaining” because casino visitors can enjoy games and shows.
Operating organization	Domestic companies; Overseas companies; Local government	Domestic companies were extracted because they seek to enter the casino business, authorized by the IR bill.; Overseas companies were extracted if they currently operate casinos overseas.; Local government was extracted because it already manages public gambling in Japan.