Business Commons^™

Sunrise, Sunset? Comparing The Las Vegas And Macao Gaming Markets In 2010, Jung-Eun Joyce Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

When The Mirage opened in 1989, it was the most expensive hotel-casino in history with a construction cost of $630 million. Along with eruption of its signature attraction, The Volcano, this high profile project started a tourism boom and started a trend of further developments of integrated mega-resorts. The Mirage set a new level of experience for Las Vegas strip. However, the global financial crisis that started in 2007 has since left Las Vegas with the highest foreclosure rate in the country and sent accompanying businesses and growth tumbling (Veiga, 2010). Gaming industry has long been thought to be recession …

Understanding American Customer Perceptions On Japanese Food And Services In The U.S, Hoon Lim

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to provide an appropriate approach for Japanese restaurant operators to identify the wants and needs of their American customers, and thereby assist restaurateurs in developing strategies that would best attract this market. There are many important attributes of Japanese food and services that affect the satisfaction and behavioral intentions of American customers. Japanese restaurant operators should recognize the perceptions of their American customers and monitor the factors affecting customer satisfaction and revisit intention. This effort will lead Japanese restaurants in the U.S. to improve their operational and marketing efficiency, and thereby increase profitability.

Mandarin Oriental, Las Vegas: Building A Unique Brand In A Unique City, Garren Grieve

UNLV Theses, Dissertations, Professional Papers, and Capstones

A marketing plan tailored toward the Mandarin Oriental, Las Vegas. The hotel’s performance has struggled along with the other two hotels at MGM Resort’s CityCenter venue since its opening in December, 2009 with lower than expected business levels. Creative marketing that focuses on the strengths of the hotel and the Mandarin Oriental brand, specifically in Las Vegas will set the young hotel up for the best success in the future. A comprehensive approach to the marketing plan includes numerous internal and external factors that will enable senior management to make sound fact based business decisions. The marketing plan for the …

A Study On Eco-Friendly Merchandise In A Resort Retail Environment, Lindsey C. Patrick

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to determine consumer purchasing habits of ecofriendly apparel in a retail resort environment. In order to find the rationale behind purchasing decisions, this study measured sales and survey responses based on the choice of two tee shirt options, eco-friendly tee shirts and regular cotton tee shirts. The survey was given to all customers purchasing these tee shirts in order to determine specific demographic information as well as their personal opinions on eco-friendliness, and willingness to pay a premium for eco-friendly products. Due to a lack of previous research in this field, this study is …

Elements Food Group Marketing Plan, Lacey Murillo

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper provides Elements Food Group with a detailed strategic marketing plan that will assist in increasing revenues and solidify the “Elements” brand within the greater Los Angeles area. Through extensive research into the local history of the Pasadena Playhouse District, the financial history of the Pasadena Playhouse building, and the past failures of the restaurant space attached to the playhouse a marketing plan was developed that provides a thorough analysis and understanding of how Elements Kitchen can increase revenues. Building a strong online marketing brand through multiple outlets paired with a guerilla- style marketing to the surrounding community will …

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Evaluating Point-Of-Sale Buying Decisions: Understanding Why Consumers Purchase Timeshares, Lisa Y. Thomas

UNLV Theses, Dissertations, Professional Papers, and Capstones

The timeshare industry, also known as vacation ownership, is the fastest growing segment of the hospitality industry with sales totaling $9.7 billion in 2008 (ARDA, 2010). The typical timeshare sales process is a 90-120 minute sales presentation conducted by a timeshare sales representative to customers. At the end of the sales presentation, the customers are given the option to either purchase a timeshare unit at a discounted price with first-day incentives or to purchase at a later date at the full price and without the extra incentives. This today-only sales pitch is perceived as an unsavory process by a many …

Impact Of Hotel Discount Strategies On Consumers’ Emotion And Behavior In The Presence Of High And Low Involvement Consumers, Seung H. Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive emotional responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers' emotion and behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic …

Is Premium Pricing Strategy A Viable Option To Pursue Higher Revenue Performance? A Case Study Of Relative Pricing Strategy In The Singapore Lodging Market, Xiaorong Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper on how relative pricing affects an individual hotel’s revenue performance in the Singapore lodging market. First, it measures the REVPAR effects for both a discounting and premium pricing strategy at a local hotel against its competitive set. The findings conclude that a premium pricing strategy is a better way to improve REVPAR performance due to the inelastic nature of the demand curve for hotel rooms in the Singapore market. The findings also show that there is a price limit to a premium pricing strategy, beyond which the growth of REVPAR stagnates because customers were …

Enhanced Food Marketing To Children On The Internet: A Content Analysis, Sarah A. Ochsner

UNLV Theses, Dissertations, Professional Papers, and Capstones

In light of the continuing epidemic of childhood obesity, aggressive food marketing strategies have come under increased scrutiny as a possible contributing factor. It has been acknowledged in numerous studies, that poor nutrient quality of food and beverages dominate children's programming. The growth in child-specific media envoys has further increased favorable opportunities to market food and beverages to children, notably less regulated and parentally unsupervised. According to the U.S. Census Bureau, 65% of children aged 6-11 have home access to the Internet; and today, the majority of food manufacturers operate websites appealing to children. The Institute of Medicine issued a …

Las Vegas Visitor Demographics: Be Careful What You Wish For, Joseph Akinsete

UNLV Theses, Dissertations, Professional Papers, and Capstones

Targeting the correct customer is one of the most important components to owning and running a successful company. To have a great product that is marketed to the wrong customer, will result in lost profits and missed opportunities.

Over the last 20 years Las Vegas has seen two drastic changes in its target customer and visitor demographics. By the late 1980’s gaming revenue in Las Vegas was down as other areas in the country started to legalize gambling. In an attempt to stimulate visitor numbers the city was reinvented in the image of Disney. Themed hotels such as the Luxor …

Adapting Disneyland’S Service Strategy To Korea’S Everland Theme Park, Haesun Paik

UNLV Theses, Dissertations, Professional Papers, and Capstones

Disneyland is an American amusement park located in Anaheim, California, owned and operated by the Walt Disney Company. On July 18, 1955 the park was first opened to the public (Absolute Astronomy, 2009). Tourists come from all over the world to experience Disneyland not only for theme park, but also for its well-known quality of service, proven time and again by returning visitors. Behind the Disney World being the first, Disneyland is the second most visited park in the world having more than 14,800,000 visitors (TEA and ERA, 2008). Korea is one of the fastest growing countries in Asia and …