Business Commons^™

Calling Their Bluff: Misplaced Loyalty Is A Problem For Gamblers, Jonathan Ross Gilbert, Marla B. Royne Stafford, Leonard Hostetter

International Conference on Gambling & Risk Taking

Abstract

Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined …

Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang

International Conference on Gambling & Risk Taking

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore …

Estimating The Effect Of Poker Room Promotions On Player Traffic, Michael T. Paz, Mikhail M. Sher, B D. Mccullough, Shabnam Zarin

UNLV Gaming Research & Review Journal

This paper examines the impact of poker room promotions on player traffic in casino-based poker rooms. Casinos regularly spend significant portions of their marketing budget on promotions, including free-play, item-based offers, complementary hotel rooms, and travel reimbursements (among others), in an effort to drive casino traffic. Poker room promotions, by contrast, are unique within the context of casino promotions because they are both player-funded and paid in cash. Despite these significant differences between poker room and other casino promotions, prior research has not provided empirical evidence on the effectiveness of poker room promotions. Using collected data on casino-based poker games …

Do Casinos Promote The Image Of A Tourism Destination? The Case Of Ponta Delgada, Azores, Jose Deus

International Conference on Gambling & Risk Taking

Do casinos promote the image of a tourism destination? The case of Ponta Delgada, Azores

José Pereira de Deus

Gaming inspector, SRIJ, Portugal

jose.deus@sapo.pt ; jose.deus@turismodeportugal.pt

Abstract

This study evaluates the role of a casino in the promotion of the image and development of a tourist destination. The basis of analysis is the city of Ponta Delgada, the capital of the Azores islands, Portugal. The purpose is to determine what impact the casino may have as a tourist attraction in the destination area.

The methodology includes surveys of domestic and foreign tourists about the perception of the image of Ponta …

The Pr Of Csr For The Casino Industry: A Review Of Challenging Corporate Social Responsibility: Lessons For Public Relations From The Casino Industry, Andrew B. Gustafson

UNLV Gaming Research & Review Journal

This is a review of Jessalynn Strauss' recent book, Challenging Corporate Social Responsibility: Lessons for Public Relations from the Casino Industry. Through an analysis of Casino’s CSR practices, Strauss raises some serious concerns about this alignment between CSR and PR, and provides reasons to doubt whether SCR done for strategic bottom line interests rather than purely ethical reasons will consistently accomplish what the casinos set out to achieve.

The Free-Play Tax Deduction Debate: How Academic Research Can Help, Anthony F. Lucas, Katherine Spilde

UNLV Gaming Research & Review Journal

Free-play is the primary play incentive for slot players in many jurisdictions, with some campaigns eclipsing $50 million in annual redemptions. The efficacy of these incentives remains questionable at best, creating some contentious tax policy issues. Operators want to deduct the face value of these offers from taxable gaming win, based in part on the assumption that they expand the tax base; however, many regulators and taxing authorities question this claim. Any failure to fully recover redeemed free-play creates a deduction that is partially funded by tax payers. Arguments on both sides of this complex tax policy issue are thoroughly …

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 …

Accessibility Of Tourism Websites: Attitudes And Behaviors, Filza Armadita

UNLV Theses, Dissertations, Professional Papers, and Capstones

While developed countries continue to shape an industry that has somehow become an integral part of the society, it only seems fair that the industry should provide equal access for every member of the society, recouping members of the market that is excluded without notice. The basic tier of service in the web interface is to provide information, before any booking systems and online purchasing (Siegel, 1997). In the travel industry, this basic tier is achieved in many different travel businesses, but consistently in destination marketing websites that solely promotes a tourism destination through delivering information about the specific location. …

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.

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?

An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy

McNair Poster Presentations

This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …

Differentiation Of Social Marketing And Cause-Related Marketing In Us Professional Sport, Jennifer Renee Pharr, Nancy L. Lough

Public Health Faculty Publications

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …

Sex And Stereotyping In Sin City: A Content Analysis Of Las Vegas Magazine Advertisements, Michelle Irene Aikin

UNLV Theses, Dissertations, Professional Papers, and Capstones

There have been numerous studies regarding gender stereotyping, the objectification of women, and how sex is used to sell products and services. In a city that is notorious for "what happens here, stays here," it is important to be aware of Las Vegas cultural marketing trends and how they compare with society-wide values. Using sex excessively in advertisements may have a negative impact on the Las Vegas community and the shaping of a negative image of the city. How much sex appeal is used and the levels of sexuality in Las Vegas print advertisements has not yet been researched. A …

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, …

Analyzing The Effects Of Social Media On The Hospitality Industry, Gaurav Seth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Statement of objective

The intent of this study is not to quantify how many hospitality businesses actively use social media, rather it is to explore the areas and functions these businesses use social media for, and understand how consumers perceive these new vehicles of communication. The study will bring out a consumer’s perspective of the advantages of social media over traditional marketing methods.

Two Hundred Hour Internship For A Las Vegas Convention Sales Department, Kristen Kostis

UNLV Theses, Dissertations, Professional Papers, and Capstones

In order for a company to be profitable, whether it is a hospitality company, a technology company or a small business, sales must be high and continue to grow over time. Companies rely heavily on their sales staff to bring in revenue to keep the company growing and profitable. So, where does this knowledgeable and aggressive sales staff come from? How often do college students take a class that is strictly related to the sales industry?

Many undergraduate hospitality programs do not include courses directly related to sales, leaving students with little knowledge of this department. In fact, some students …

The Marketing Plan Of The Cotai Strip, Pui Shan Wong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In 2003, when most the current Cotai Strip was still a piece of reclaimed land, Sheldon Adelson started a visionary development on this piece of land: the Asian Las Vegas - the Cotai Strip under the corporate Sands China Limited. Its first property, the Venetian Macau was opened in August 2007 followed with a Four Seasons hotel in 2008 with a great success. The forthcoming project is the Sands Cotai Central which includes a 1,200-rooms Holiday Inn Macau, a 600-rooms Conrad Macau and a 4,000-rooms Sheraton Macao with an additional complex of casino, meeting facilities, and shopping mall.

Marketing these …

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

Total Rewards Compensation: A Viable Solution, Patrick Wesley Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs …

A Comparative Analysis Between Three Types Of Meeting & Event Planners, Megan Casey

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this professional paper is to provide a comparative analysis of the skill sets needed for association meeting planners, corporate event planners, and independent meeting and event planners so that recommendations can be made on ways in which these planners can transition from one type of meeting planning position to another. More specifically, this paper was created for those who are looking for information about meeting and event planning careers to help determine a future career path for themselves for which they would be well suited.

A Sense Of Place: Examining Music-Based Tourism And Its Implications In Destination Venue Placement, Richard Bret Campbell

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music, and the ability to make it, understand it and interpret it, is one of the characteristics that make us uniquely human. However, when it comes to seeing the performance of live music, there are other variables that come into play when determining where to see a concert. The potential connection between people, music, and a “sense of place” are explored in this examination of music-based tourism. Based on information from journals and related news media, and using parallels to the sports tourism industry, the paper found a distinct connection between humans and music in the context of human development, …

The Modern Brand: A Guide To The Intigration Of Csr Practices Into Hotel Branding, Matthew Warren

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

There are certain components of the hospitality industry that make it unique in comparison to other industries. One of those components is the perishability that is associated with the hotel product. When it comes to hotel rooms, if a room is left empty then there is instantly lost profit for that property with no way of recovering it. In order to make maximum profit all rooms must be filled each night, this makes the task of attracting customers of the upmost importance within the industry. One of the primary ways in which hospitality companies have strived to attract customers …

Hospitality Loyalty Program Effectiveness Evaluation Rubric, Nazia Charania

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper examines the various loyalty program strategies and design elements utilized within the hospitality industry and evaluates the implications of the various strategies on establishing and fostering loyalty among consumers within a hyper competitive industry. In order to maintain competitive parity, many programs have constantly lowered reward thresholds and increased program offerings, making such programs very costly and with little direct evaluation in their ability to stimulate true loyalty. In a society bombarded by loyalty programs in almost all industries, consumers are becoming very savvy in comparing their personal rewards to the effort and inconveniences incurred by enrolling. The …

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

A Content Analysis Of Indonesian Hotel Website, Irene Hidayat

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this professional paper is to develop an effective content model for the Hotel Tentrem website. The content model will be obtained and modified from literature review. This study will also utilize content analysis to analyze five-star hotel websites in Indonesia to identify the common problems associated with the hotel websites, justify specific measures to build a successful website and provide suggestions on the potential areas of improvement.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

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 …

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 …

Does Complimentary In-Room Internet Access Influence Business Traveler's Decision On Hotel Selection In Singapore, Zainal Abiddin Kassim

UNLV Theses, Dissertations, Professional Papers, and Capstones

This exploratory paper begins by examining the influence of complimentary in-room internet access on hotel selection by business travelers to Singapore. Review of literature includes studies done in Asia Pacific, Europe and United States (U.S.) of America on the business travelers’ trends and perceptions of room amenities and the use of internet. The specific objective of this study is, therefore, to assess the importance and benefits of providing complimentary in-room internet access to business travelers in the perspective of the hotels.

In the methodology section, research on hotel websites was conducted to discover how many Singapore hotels are presently offering …

The Effects Of Social Media Networks In The Hospitality Industry, Wendy Lim

UNLV Theses, Dissertations, Professional Papers, and Capstones

There are various platforms provided by the social media networks such as Facebook, LinkedIn, YouTube and Twitter to the marketing of products and services for the hospitality industry. Social network offers media technologies that can facilitate online functionality and monitoring perspectives wherein the data gathered can be used to develop their services for customer satisfaction. The hospitality industry can market themselves in social media and networking. Hospitality industry can use social media to engage customers and clients in dialogue and recognize their needs. Through these networking sites, hospitality industry can interact with consumers before, during, and after the vacation experience. …