| WINDS OF CHANGE: THE END OF THE GAMING MONOPOLY AND THE EVOLUTION OF CASINO GAMBLERS PROFILE IN MACAU SAR, SOUTH CHINA, 2003-2004 Pedro Moreira Issue 31 (Vol. 16, No. 1), June 2006, pp. 21-40. This article presents a two point evolution of a three-dimensional profile of the casino gamblers in Macau SAR, PR China. The two points analysed were 2003, when the new licenses of the gaming concessions had already been approved but the monopoly was still a matter of fact since the casinos of the new operators were not yet open for business and in 2004 some months after the opening of Sands, the first of the new casinos commencing operations. The studies are presented independently and compared in terms of evolution. An analysis is undertaken taking into consideration the profile of the American casino gambler, and commented within the context of the end of the monopoly and the liberalisation of the casino gaming market in Macau. The evolution of several territory indicators is discussed as the liberalisation of the gaming market and the newly implemented individual frequent travelling visa policy of China produced extraordinary increases on several indicators leading to the emergence of important challenges in terms of tourism destination management. |