Translating Casino Servicescapes to Improve Architectural Responses Addressing Health and Wellness

The synthesis of research and practice across two interrelated disciplines (hospitality administration & hospitality design) in the context of integrated resorts (IR) finds increased importance as legalized gambling expands into new markets and the architecture of tourism and entertainment is increasingly among the most expensive, iconic, and visited places on Earth. Among the most challenging aspects of IR is the management of societal concerns surrounding casino development. Through this mixed methods study, five phases of research lead to greater understanding of how to not only address concerns but mitigate the problem and enhance guests’ overall experience through architectural strategies. The design revelations leverage lessons inherent in hospitality research and illustrate how to apply hospitality theory to the practice of architecture. Phase one content analysis translates key concepts and identifies missing links between hospitality and architectural research. Phase two survey leads to better understanding of casino guest expectations and willingness to see change in casino settings. Phase three interviews gauge IR architects’ sense of the accuracy and feasibility of guests’ sentiments toward the casino design. Phase four S-O-R using AI to mimic human subjects illustrates a key research potential in addressing the limitations of previous research that relies of visual stimuli to evaluate perceptions of design variables and people’s reactions to them. Phase five Delphi Technique leads to consensus among IR design experts on how to implement, assess, and possibly institutionalize wellness design strategies. The findings describe theoretical and practical implications of casino servicescape design aimed at improving physical health and mental wellbeing.