Marketing Commons^™

Digital/Social Media As An Audience Marketing Tool To Promote Corporate Events, Corie Rand

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper, a case study, is to determine the benefits of using digital/social media as an additional audience-marketing tool in promoting and increasing registration for business-to-business (B2B) corporate in-person events. This case study researches the state of the B2B publishing/media industry, and the media company, Reed Business Information (RBI) is the focus of this study. This paper will address RBI's business need to invest in additional revenue streams, and the potential of applying researched marketing tools that could help to promote and drive registration for events. The impact of applying digital/social media, as a marketing tool, …

Introducing Pr Strategies Into Chinese Exhibition Planning Services, Fei Xia

UNLV Theses, Dissertations, Professional Papers, and Capstones

This professional paper focuses on case studies from three Chinese companies’ exhibition experiences. This paper will use the case studies to investigate clients’ perspectives on the planning deficiencies of Chinese exhibition companies or professional associations. Finally, this paper will propose a relatively executable guide that includes an advanced U.S. planning process for Chinese exhibition companies.

Nation Branding: A Case Study Of Singapore, F. Woo Yee

UNLV Theses, Dissertations, Professional Papers, and Capstones

Nation branding, or country branding is a relatively new concept. The purpose of this paper is to develop a case study of Singapore as a nation brand. It will first review the conceptual foundation of nation branding and study nation branding application. This study will use the case study approach to gain insight into nation branding concept and inspect Singapore as a nation within the parameters of nation branding. The specific objectives of this paper are to first review the conceptual and theoretical foundation of nation branding by leading researchers in the marketing field; second, to examine and define nation …

Targeting And Positioning Hotel Atlet Century Park In Serving Two Distinct Markets: Commercial And Social, Grace Widiarti

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hotel Atlet Century Park (HACP) is a government owned hotel located in the sports district in central Jakarta, Indonesia. The hotel was opened in November 1991 and is operated by PT. Lingga Hamparan Krida (PT. LHK), a private company. The hotel occupies 1.7 hectares of land and was formerly a dormitory for Indonesian athletes. With 17 stories and 600 rooms, it was indeed a large dormitory. When the government encountered difficulties in managing such a large dormitory, PT. LHK approached the government to discuss the possibility of converting the dormitory into a three-star hotel. The decision of PT. LHK to …

An Examination Of Sport Identity Amongst Youth Soccer Participants And The Implications For Mls Marketing, Emmanuel Ayim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Up to this point, numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS marketing efforts of soccer was investigated.

Sport is intimately intertwined with the American lifestyle. Experts conservatively estimate sport as an over 400 billion dollar industry. This places the sport …

A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar

UNLV Theses, Dissertations, Professional Papers, and Capstones

There has been an increase in environmental concern by travelers in the United States (U. S.). As a result, hospitality companies are taking note and have begun to incorporate environmentally friendly or green practices into their operations. What remains relatively unclear, though, is if the increase in environmental consciousness has translated into a demand for environmentally friendly tourism products, such as hotels. There are a few studies related to the demand for environmentally friendly hotel attributes, but none of them have looked at a bundle of environmentally friendly attributes and how customers would react to a hotel room incorporating not …

The Relationship Between Destination Personality, Self-Congruity, And Behavioral Intentions, Ahmet Usakli

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist's behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism …

Exploring Marketing And Sales Opportunities: How Companies Reach Their Target Market Using Hospitality And Tourism Venues For Distribution Of The Product Or Services, Ricardo J. Rodriguez-Canales

UNLV Theses, Dissertations, Professional Papers, and Capstones

Many companies unrelated or semi-related to travel and tourism have found their niche within the hospitality and tourism industry. Companies who primarily focus on fashion, retail, weddings, outdoor adventure, real estate, sports and entertainment have successfully negotiated space to promote their products and services to hospitality and tourism clientele. This can be seen at the many resorts and casinos that have retail shops in their facilities as well as golf courses, restaurants and clubs that market directly to and make their profits from hospitality patrons. This complimentary mix makes up the diverse experience travelers encounter. To narrow the focus of …

Taiwanese Gambling Behaviors, Perceptions, And Attitudes, Che Hao Chang

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study categorizes different Taiwanese gambling types using PGSI, and further evaluates the perceptions and attitudes toward the legalization of casino gambling. A survey was conducted using convenient sampling and distributed by Internet. Results indicate that across groups of different types of gamblers, there are significant differences in perceptions toward the legalized casino gambling industry. Also, across groups of different types of gamblers, there are significant differences in attitudes toward legalized casino gambling. Additionally, there are significant differences between perceptions toward the legalized casino gambling industry, and attitudes toward the legalization of casino gambling. In general, non-gamblers are relatively more …

Improving Casino Profitability Through Effective Offer Packages, Ren Zhang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of the this study is to investigate effective marketing techniques to attract potential customers in a particular demographic group, young people aged from 21 to 34, as a way of exploring the local market. This demographic group constitutes a dynamic part of the local population and is characterized by its unique financial conditions and spending preferences. The hypothesis is that with well-designed price bundling, the casinos can realize increased revenue through increased visits from the local young population. The marketing technique used in this study is to utilize offer packages which bundle promotional items and other hotel-provided services. …

Perspectives On Timeshare Ownership: An Exploratory Study Of Markets In China, Kai-Li Chi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study aims to explore the attitudes of prospective customers in China about timeshares, and to identify potential marketing opportunities for timeshare companies targeting China. This exploratory study is the first of its kind and it intends to provide valuable information about the consumer potential for the timeshare industry in China. The findings indicate that consumer acceptance of timeshares in China is high. Six socio-demographic variables were identified as keys in predicting those with statistically significant likelihood of purchasing a timeshare within the next three years: age, occupation, marital status, annual household income, vacation frequency, and attendance at a previous …