Batman Rides Again! The Influence of a Superhero Branded Attraction on Visitation to a Casino-integrated Resort in Macao

The global popularity and rise of superhero movies from companies such as Marvel, DC Comics, and Dream Works has led to these superhero icons being increasingly integrated into the event and entertainment industry, through brand alliances at movie theme parks and integrated resort complexes, or individual attractions such as the Batman Dark Flight (BDF) ride studied in this research. Given the significant costs to license, stage, and maintain superhero branded entertainment zones and rides at integrated resorts (IR), this preliminary study importantly examined the rationale behind visiting the ride and ultimately the ride's overall influence in IR visitation. Respondents were questioned while queuing for the BDF ride collecting 304 valid responses specifically asked on their level of interest in Batman including the motives for choosing the ride. Notably the study revealed that the BDF was essentially a peripheral attraction. In the absence of the ride, most respondents would still have visited the IR. Although a preliminary analysis, the findings suggest greater assessment is required on the net economic and competitive worth of event and entertainment hosting at Macao's IRs and in particular to Chinese audiences who make up most of Macao's visitation and this study sample.