This study examined the choice factors and alternative activities involved when choosing a particular riverboat casino over its competitors. These factors are considered important in the Chicago metropolitan area where five relatively similar riverboat operations exist in close proximity. Chi-square analyses revealed that the choice factors most important among frequent gamblers were related to service quality; recommendations by friends/ relatives were most influential among occasional gamblers; and among infrequent gamblers the novelty of the riverboat experience was the most important choice factor.
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