Business Commons^™

A Cross-Cultural Investigation Of The Relationship Between Customer Demographics And Hotel Room Price Perception, Jinhua Hong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In this paper, the researcher explored the significant effect of multiple demographics, age, gender, marital status, and culture, on a customer’s perception of hotel room prices. The customer’s perception of hotel room rates was assessed by three variations, perceived value, perceived fairness, and willingness to pay. Descriptive statistics, MANOVA, and ANOVA were applied in this study. The results demonstrated that age, gender, and marital status had a significant impact on a customer’s perceived value; age, gender, and culture significantly influenced a customer’s perception of fairness; yet, none of these demographics had a significant impact on a customer’s willingness to pay. …

Assessment Of Orthodontic Patients' Preferences Regarding Treatment From General Dentists Or Orthodontists, Brian Robert Wilde

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study evaluated how parents of prospective orthodontic patients choose between taking their child to a general dentist or an orthodontist for orthodontic treatment. It also looked at which factors influence patients’ satisfaction with the progress of treatment and likelihood to refer other patients to the practice. This study included two phases. The first phase was a qualitative assessment of the decision making process through conducting and analyzing focus groups. The second phase was the development and administration of a nationwide online survey regarding the topics covered in the focus groups. Influential factors in the decision making process fell into …

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

Evaluating E-Relationship Marketing Features On Hotel Mobile Apps, Xiaolin Lu

UNLV Theses, Dissertations, Professional Papers, and Capstones

The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companies’ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). …

Family-Friendly Las Vegas: An Analysis Of Time And Space, Diana Tracy Cohen

Occasional Papers

This paper explores the rise and fall of the “family-friendly” Las Vegas marketing era. Through analysis of casino advertisements, internal and external building infrastructure, and qualitative in-depth interviews with industry insiders, this work investigates the city’s reinvention of the early 1990s. Key factors that set the stage for the emergence of targeted family marketing are identified, addressing why this advertising approach ultimately did not sustain. Unique marketing case studies are identified throughout.

Revenue Management In A Multi-Channel Environment: The Effect Of Pricing Strategies On Perceived Fairness, Lan Jiang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The rapid development of technology has made the hotel booking process become easier and more convenient, but it has also made hotel revenue management practices become more complex. Researchers have noticed the issues caused by perceived fairness. Yet, only a few studies have examined the impact of the pricing strategies over perceived fairness. Furthermore, no previous research study has examined Best rate guarantee (BRG), rate disparity, and rate frame together and investigated the interaction effects among these strategies on perceived fairness.

This study aims to examine the potential effects of three revenue management pricing strategies (BRG, rate (dis)parity, and rate …

Examining The Effects Of Casino Lottery Promotions, Maria Colin Magaña

UNLV Theses, Dissertations, Professional Papers, and Capstones

Casinos employ marketing and promotional activities to attract and retain customers within the competitive industry. Promotions awarding players thousands of dollars are not uncommon. To capitalize on this investment, the success of these promotional activities is crucial. The effectiveness of casino promotions has been scarcely examined within research. Only a few studies have directly examined the impact of casino lottery promotions (Lucas & Bowen, 2002; Lucas et al., 2006; Suh et al., 2014). Literature on promotional games can be used to fill the gap in knowledge regarding casino lottery promotions and to provide a starting point for future research. This …

The Role Of Self Concept In Consumer Behavior, Marisa Toth

Graduate Research Symposium (GCUA) (2010 - 2017)

Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.

The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?

A Guide To Event Promotion: Internet Marketing For A Live Musical Event In Las Vegas, Kelly C. Quinnan

UNLV Theses, Dissertations, Professional Papers, and Capstones

A global industry of festivals and musical events has evolved and developed rapidly especially since the late 1960’s starting with Woodstock. The industry continues today with large-scale multiple stage events that bring in over hundreds of thousands of people. Las Vegas is known by many as the city of entertainment, with world-renowned Cirque Du Soleil shows, poolside concerts at the Cosmopolitan, and the thriving Electric Daisy Carnival. The phenomenal growth of this industry coupled with increased consumer awareness and choice requires sustained development and expansion in the future. Concerts and festivals are unique events that attract audiences. Music-based events are …

Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams

UNLV Theses, Dissertations, Professional Papers, and Capstones

Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat

Occasional Papers

The evolution of the Las Vegas casinos from owner operator to the institutionally financed and corporately managed casino-resort has been the predominant feature of the evolution of the US Gaming market in the past 30 years. This paper examines the strategic frameworks used by Las Vegas casino resorts and identifies the drivers for competitive advantage moving forward.

From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss

Occasional Papers

This research chronicles the history of public relations by the gaming industry in Las Vegas. Reflecting larger trends in the field, public relations efforts by the casinos and hotels in this popular tourist destination have used a variety of communication tactics over time to promote themselves to potential Las Vegas tourists. Based on archival materials from over 30 casinos and gaming corporations, this paper identifies four ways in which public relations is practiced in the gaming industry and four macro-level trends in the evolution of casino public relations in Las Vegas.

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

Developing A Marketing Plan For Hertz China, Isabel Tan Ai Wei

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr

Environmental & Occupational Health Faculty Publications

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …