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Gaming and Casino Operations Management
University of Nevada, Las Vegas
China – Macau; Gambling – Marketing; Gambling industry; Resorts; Tourism
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Identify Key Business Strategies To Target The Mass Market In Macau, Chia-Li Chen
Identify Key Business Strategies To Target The Mass Market In Macau, Chia-Li Chen
UNLV Theses, Dissertations, Professional Papers, and Capstones
Statement of Purpose:
The purpose of this paper is to examine Macau’s present gaming environment and identify factors that will contribute to the success of a mass gaming market in Macau. The study intends to provide economic justification and tourism policy considerations which support the growth of Macau’s mass gaming market by taking advantage of the booming Chinese economy and the fast growing popularity of gaming in China. In addition, this study will examine literature supporting Macau’s transformation from a simpler gamblers’ destination into a Las Vegas style international gaming, entertainment, and tourism destination, as well as arguments for sustaining …