Example leisure and hospitality management dissertation topic 2:

Facilitating online sports betting among the over-50 age group: A reaction to the continuing viability of small betting shops

The vitality and viability of high street shops and pubs in the UK is a topic currently attracting a considerable degree of interest. As traditional forms of entertainment – such as going to the pub, or placing bets at a betting shop – decline, the gambling industry must extend diversification to all sectors of its market. To date, online sports betting has not made significant inroads to the over-50 male market, in part because of low rates of internet usage in this sector. This dissertation explores the ways that agencies can expand online betting, including the increased use of online betting within high street shops to encourage new habits, in this target age group.

Suggested initial topic reading:

• Cockrill, A., Goode, M. and Emberson, D. (2008) ‘Servicescape matters – or does it? The special case of betting shops’, Marketing Intelligence & Planning Vol 26(2), pp. 189-206.
• Jones, P., Hillier, D., Turner, D., and Comfort, D. (2004), ‘Betting on the exchanges: changing customer relationships in the sports betting market in the UK’ Management Research News Vol. 27, (1/2), pp. 95 – 103
• Mok, P., and Hraba, J. (1991) ‘Age and gambling: A declining and shifting pattern of participation’ Journal of Gambling Studies Vol. 7, (4), pp. 315 – 335