The term ‘integrated resort’ has increasingly been adopted bythe gambling industry in recent years, but because of the con-straints placed by new advertising rules, casinos are not allowed topromote gaming on public media in most Asian countries. Insteadof promoting casino offerings, the gaming companies redirecttheir promotion efforts to highlighting recreation and entertain-ment activities in integrated resorts, thereby promoting casinosindirectly. It would appear that customers in integrated resortsappreciate having the opportunity to enjoy a wide range of ser-vices whether or not they engage in casino games. Although gamingrevenue is vital to these businesses, non-gaming activities alsoplay an important role in these kinds of resorts (Dandurand andRalenkotter, 1985). In order to attract and retain customers, mar-keters of integrated resorts should have recourse to cross-sellingapproaches that link up different services. The results of this studyprovide the managers insight into which themes of an integratedresort weight higher with visitors.