Singapore's foray into casinos: A triadic exchange relationship
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Singapore is facing the challenge of having to reinvent itself as a tourist and convention destination. After decades of vociferous opposition to land-based casinos, the government has decided to allow two integrated resorts and casinos on Singapore soil. This article looks at the triadic exchange relationship in the casino context: the government and the casino provider, the casino provider and the customer, and the government and the customer. Key facets of the exchange involve product repositioning and trust. Sands, the successful bidder for the casino license, had to reposition its product to win the license. From the customers¡¦ perspective, feelings of distrust and fear of persecution will have to be dealt with if Singapore wants to provide credible competition to other gaming destinations in Asia.
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