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Assessing The Need For Personalized, Jewelry-Based Customer Loyalty Programs Within Top Las Vegas, Nevada Luxury Casino Resorts, Melissa Brick
Assessing The Need For Personalized, Jewelry-Based Customer Loyalty Programs Within Top Las Vegas, Nevada Luxury Casino Resorts, Melissa Brick
Recreation, Parks, and Tourism Administration
Luxury markets have begun to expand from material items into places, experiences, and lifestyles. As the popularity of the luxury travel increases, resorts may benefit from incorporating some type of luxury aspect into a guest’s stay. The purpose of this study was to assess the current need for personalized, jewelry-based, luxury customer loyalty programs focused on wealthy visitors to resort casinos in Las Vegas, Nevada. The researcher created an over the phone interview script and interviewed representatives from 15 top luxury resort casinos in Las Vegas, NV. Existence of customer loyalty programs and ‘high-roller’ customer loyalty programs were found to …