Baby Boom Generation Perceptions of Casino Gambling Impacts within Social Exchange Theory Settings

DEEPAK CHHABRA
Arizona State University

ABSTRACT
The Baby Boom generation has become a tempting target for tourism suppliers and tourism development stakeholders. While it presents itself as a lucrative group to be tapped by destination marketing organizations,
its perspective regarding tourism development in their home states is equally important because they form a substantial portion of the US population. This study aimed to examine the benefit and cost perceptions of the Baby Boom generation to identify factors likely to influence them. It also investigates the influence of perceptions on support for casino gambling. The subjects under study were the local residents of Iowa, USA. The study results identify important determinants of perceptions and confirm a close-to universal influence of social exchange theory.

Key words: Baby Boom generation, life span, casino gambling impacts, perceptions, social exchange theory.