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 …

Exploring The Effects Of Gamblification On Esports Betting, Cecilia Diaz Dr, Violet Justine Mtonga Dr

International Conference on Gambling & Risk Taking

Abstract:

There is a growing trend of gambling/betting organisations attempting to secure a position in the fast-growing and profitable sector of Esports by becoming an inherent part of the sports culture and its community of fans. This alignment is raising concerns due to the community lifestyle and consumption of experience intrinsic in sports/Esports (Gordon, Gurrieri, & Chapman, 2015).

Diffusion of gambling in society is triggered by digital/technological disruption on gambling and changing consumer behaviour and cultural trends. This environment offers innovative opportunities to experience gambling and “gambling-like” experiences online (King et al., 2010) with the extra incentive of ease of …

Social Capital And Gambling Risk Perception 'A Social Marketing Dilemma', Otila Osborne, Maree Thyne, Kirsten Robertson, Janet Davey

International Conference on Gambling & Risk Taking

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Typically, older women are portrayed as being risk averse. However recent studies across several jurisdictions reveal significant shifts in risk perception in the domain of social risk. Yet little is known about how older women perceive gambling risk. This study provides an alternative to …

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 …

Caring Hurts, Otila Osborne

International Conference on Gambling & Risk Taking

‘Caring Hurts’

The Effects of Social Capital on Gambling Risk Perception

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female internet gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Yet little is known about this vulnerable demographic or the factors that underpin the behaviour. This study provides an alternative to the psychological approaches that dominate gambling research. A social capital paradigm …

Salesperson-Customer Dyads In The Casino Gaming Industry: How Sales Competencies And Relationship Lifecycles Influence Customer Satisfaction And Account Profitability, Alicia Lechtenberger

UNLV Theses, Dissertations, Professional Papers, and Capstones

Developing extraordinary relationships between sales personnel and customers is essential to corporate success. To meet the increasing demands of customers within the hospitality industry, corporations must ensure they pair customers with salespeople who are highly competent, possessing refined and adaptable skill sets that directly increase customer satisfaction and account profitability. Corporations spend billions of dollars annually on hiring and training salespeople; yet, salespeople often quit or miss their quota targets. Considering this industry-wide business problem, the purpose of this dissertation study was to determine how sales competencies influence customer satisfaction and account profitability while taking into consideration the duration of …

The Impact Of The Covid-19 Pandemic On Online Food Delivery Apps, Lauren Morell

UNLV Theses, Dissertations, Professional Papers, and Capstones

The restaurant industry continues to change as Online Food Delivery apps (OFD) continue to gain more popularity because of the COVID-19 pandemic. The food delivery market has grown over 52% since the start of the pandemic. Online food delivery app platforms like DoorDash, UberEats, and Postmates began to offer delivery over the past decade, rapidly growing with the help of ghost kitchens. Consumer behavior factors and intention to use OFDs have changed as more advanced app technology becomes available, and as the restaurant industry navigates the COVID-19 pandemic restrictions. Many consumers favor mobile delivery apps overall convenience and perceived usefulness. …

Negative Customer Reviews And The Online Decision-Making Process: The Role Of Construal Fit, Minji Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Consumers seek out online reviews to aid their decision-making, particularly when purchasing products and services online. Given their power to influence consumer behavior, online reviews have been extensively studied in various settings. While much research has focused on what determines the performance of online reviews, limited research has focused on why a particular review receives more or less attention from consumers. This study aims to fill this knowledge gap by exploring how consumers with different mindsets respond to online reviews framed at different levels of construal. Applying the construal fit principle, this research predicts that consumers more fluently process online …

Predicting And Mitigating Reactance Impact On Attitude And Behavioral Intention, Matthew Ryan

UNLV Theses, Dissertations, Professional Papers, and Capstones

At times messaging may be of an instructive nature that can be perceived as an attempt to threaten or limit an individual’s freedom. This freedom limitation can range from individual choice to physical requirements. How a message is framed, or positioned, is very important. In certain instances, even when the message has the best intentions, if framed incorrectly can have the opposite, or boomerang, effect on people. This state is known as psychological reactance. When invoked, consumers will act in a way that eliminates the threat of freedom to restore balance. Such a state can also lead to negative implications …

Exploratory Content Analysis Of Direct-To-Consumer Pet Genomics: What Is Being Marketed And What Are Consumers Saying?, Nikki E. Bennett, Silvio Ernesto Mirabal Torres, Peter B. Gray

Anthropology Faculty Research

Mars Petcare introduced the first direct-to-consumer domestic dog genetic test in 2009 and Basepaws introduced the first direct-to-consumer cat genetic test in 2016. Social science research has evaluated numerous aspects of the human direct-to-consumer market, yet no such exploration has evaluated the occurrence of pet owners pursuing pet genetic tests. Using a mixed methods approach, we conducted an exploratory content analysis of direct-to-consumer pet genetic company webpages and consumer reviews shared on Amazon. Initial data reviews indicated some companies may be key industry players, relative to others. Our results present content frequency for each group (key industry players, all other …

A Study On Mukbang User’S Consuming Behavior, Hyo Geun Song

UNLV Theses, Dissertations, Professional Papers, and Capstones

The main focus of this study is to examines what factors influence the tendency towards the Mukbang, and to understand the effectiveness of Mukbang. The specific purpose of this research is to examines how do the motivation of watching Mukbang affect the gratification obtained after watching Mukbang and what is the impact of the Mukbang on the utilitarian/ hedonic shopping values among Mukbang users and how do the perceived utilitarian and hedonic shopping values influence the user’s purchase intention. To find motivations of watching Mukbang, interview was performed. Five factors were developed from a interview of the responses to the …

What Happens Here? Educating Las Vegas’S Guests During Covid-19, Marta Soligo

UNLV Gaming Research & Review Journal

When, in 2003, the Las Vegas Visitors and Convention Authority (LVCVA) launched the tag line “What happens here, stays here,” it reinforced the idea, already supported by the media, that in Sin City everything is allowed. Looking at the COVID-19 crisis, one might wonder how, after being seen for years as a place without restrictions, Las Vegas could convince its tourists to respect some rigid safety guidelines. This paper tries to answer that question starting from the framework of the host-guest relationship, which is widely used in anthropology and sociology of tourism. On the one hand, I state that short-time …

The Short And Long-Term Effectiveness Of Online Sales Promotion Type And Fit In Hotels, Esra Topcuoglu

UNLV Theses, Dissertations, Professional Papers, and Capstones

Sales promotion is an important component of the marketing mix and is used by marketers to communicate the company brand and products with their target consumers. Hospitality marketers adopt different sales promotion techniques for satisfying different organizational and customer needs including managing room inventory, boosting sales, differentiating the company brands, and making the consumer decision making process easier. The main focus of this research is to understand the effectiveness of different online hotel sales promotions. The specific purpose of this study is to investigate the short and long-term effects of online hotel sales promotion type (SP type) and sales promotion …

An Examination Of The Role Of Online Reviews For Niche Restaurant Segments: Casino Buffet Restaurants, Tevfik Demirciftci

UNLV Theses, Dissertations, Professional Papers, and Capstones

This dissertation applied hygiene factor (two-factor theory) and rational choice theory to investigate the factors which influence satisfaction for iconic, niche casino buffet restaurants, determine if the factors that impact satisfaction also impact WTP in the same direction and with the same weight, and examine the relationship between those items mentioned in online reviews and WTP in a buffet setting. Two studies were conducted to discover the key attributes of the casino buffet restaurant. In the first study, a qualitative-text analysis-was made to discover satisfiers and dissatisfiers for casino buffet restaurants. In the second study, a quantitative analysis -conjoint analysis-was …

How Consumers Assess Multiple Cues: The Role Of Dual Processing System On Hotel Booking Decisions, Eun Joo Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

An online travel agency (OTA) is an important channel for hotels to generate new reservations. To make booking decisions, people collect and evaluate available information. Hotels try to provide effective information to persuade customers to book their hotel deals; however, not all information is manageable by the hotels. This research evaluates the effects of information on OTA websites with an approach based on the origins of the information. Depending on the origin, multiple cues can be categorized by two types, controllable and uncontrollable cues. A controllable cue is information that hotels can maintain, whereas an uncontrollable cue is not manageable …

Mental Accounting And Unplanned Purchases In Online Booking: The Role Of Discount, Impulse Buying, And Thinking Style, Esther L. Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

To minimize the high cost of commissions of online travel agencies (OTA), the majority of hospitality operators provide member only exclusive rates to encourage consumers to book on their websites directly. However, the revenue cannot be maximized due to the amount of discount. This dissertation suggests that hospitality operators may maximize their profit with the adoption of surprise discount to increase consumers’ unplanned purchases. Applying the mental accounting principle, this dissertation examines how consumers respond to a surprise discount when they make unplanned purchases, such as purchasing add-on items online. This dissertation utilized three experiments in an online hotel booking …

The Impact Of Virtual Presence On Willingness To Book: The Moderating Role Of Self-Construal And Gender, Sung Jun Joe

UNLV Theses, Dissertations, Professional Papers, and Capstones

Social influence is not limited only to interactive situations but also includes those that occur without a direct interaction such as the mere presence of others (Argo, Dahl, & Manchanda, 2005). Although there is wide agreement that the mere presence of others influences one’s decision-making process, little research is conducted to understand whether the effect of the presence of others influences consumer behaviors in an online context (Naylor, Lamberton, & West, 2012). To address this gap, this study suggests that mere virtual presence (MVP) provides social cues to the customer and influences the customer’s willingness to book (WTB). Specifically, the …

The Relationship Between Motivation To Use Airbnb And Guests’ Repurchase Intention: Moderating Effect Of Consideration Set, Wen Jiang

UNLV Theses, Dissertations, Professional Papers, and Capstones

With the rise of the peer-to-peer sharing economy, Airbnb has become the leading platform as an online marketplace that allows homeowners to contract short-term leases or rents to tourists. It has expanded rapidly around the globe. This study comprehensively reviews previous literature with respect to the marketing of Airbnb. The study then summarized and categorized 12 motivators linked as causative agents for guests choosing Airbnb. Using the push-pull theory, along with research on the consideration set, this study examines the relationships between Airbnb motivators and guests’ repurchase intention. This study further examines how the consideration set moderates these relationships.

Seventy-eight …

Victors: A New Framework For Managing Customer Experience In Gaming, Sudhir H. Kale

International Conference on Gambling & Risk Taking

With competition increasing all over the world, integrated casino resorts are finding it increasingly difficult to acquire new customers and retain existing customers. The days of “build it and they will come” are well and truly behind us. Offering a superior customer experience (CX) is the only way for operators to achieve sustainable competitive advantage.

Based on an exhaustive literature review and validated by real world implementation, this presentation will introduce the audience to a new framework of customer experience management for gaming companies. Discussed under the acronym VICTORS, the author argues that a superior customer experience is comprised of …

The Unpredictable Positive Effects Of Sports Gambling: Gamblers Think Losing Feels Worse Than It Actually Feels, Guy Voichek, Nathan Novemsky

International Conference on Gambling & Risk Taking

Implications statement

Gamblers underestimate how much fun small wagers add to enjoying sports events. They think losing will feel worse than it really does. Simple reminder can correct this misprediction.

Abstract

When considering whether to gamble on a sporting event, people may ask themselves how winning or losing will affect their experience. In a series of four experiments, we find that people under-appreciate the positive effect of gambling on watching sporting events, in a way that causes them to under-value the opportunity to place a small stakes gamble. While participants predict that a gamble will enhance or diminish an experience …

Awareness Isn't Good Enough, Elaine Mcdougall, Shelley White

International Conference on Gambling & Risk Taking

See attached document "RGC Awareness isn't good enough.UNLV Submission"

Rewarding Responsible Gambling May Increase Tool Use And Attitudinal Loyalty: A Survey Of Members Who Do And Do Not Currently Use Responsible Gambling Tools, Samantha Hollingshead, Michael Wohl

International Conference on Gambling & Risk Taking

Abstract: Loyalty programs are a ubiquitous marketing strategy in the casino industry. Via members’ player accounts, many programs offer access to a money and/or time limit setting tool. Unfortunately, the rate of engagement with limit tools is exceedingly low, which is discouraging from a responsible gambling (RG) perspective. A possible route to increase limit tool use is to reward players for using them with program points. Doing so may also place the casino in a positive light, thus increasing attitudinal loyalty. To test this idea, loyalty program members who use RG tools (N=90) and who have never used RG tools …

Building A Music Festival: Understanding Media Industry Lore, Madeline Edgmon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical …

Social Media Influencer Endorsement And Events: An Integrated Framework Of Congruence, Jie Sun

UNLV Theses, Dissertations, Professional Papers, and Capstones

In today’s digital world, marketing practitioners have increasingly started to reach out to their audiences by integrating social media influencer (SMI) into their marketing plans. The purpose of this dissertation was to explore the factors influencing SMI endorsement effectiveness in the context of event. Based on relevant theories (congruity theory, match-up hypothesis model, self-congruity theory, and vicarious self-perception) and a thorough review of existing literature in the SMI endorsement, the present study developed an integrative research model which included follower’s prior attitude toward SMI, attitude toward the event, pass-on behavior intention, event participation intention, SMI-event congruence, event-follower congruence, and SMI-followers …

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. …

Impact Of Ingredient Branding On The Hotel Brand: Spillover Effect Of Branded Amenities, Eun Joo Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Ingredient branding is a popular marketing strategy, in which a brand uses a different branded product as a component in the main one. Utilizing ingredient branding, a host brand can benefit from the positive evaluation of a component brand that customers are already aware of. Although the hotel industry has applied a substantial number of other brands as internal factors, there has been little awareness or research on ingredient branding. The main purpose of the study was to investigate 1) whether ingredient branding has a positive impact on a hotel brand equity and 2) whether the effect varies for different …

Consumer Attitudes And Purchase Intentions Of Cruises In China, Wenjia Han

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of consumers’ attitudes towards cruises on their purchase intention of cruises. A sample of 229 past outbound travelers in China were surveyed via an online self-administered survey sent by a Chinese online survey platform named ’So Jump’. The survey used a two-part statement evaluation format to measure cruise purchase intentions and the factors that impact the intentions. Respondents were asked to rate their level of agreement, the important of the sub-factors, and the likelihood to participate in certain activities on a seven-point Likert scale. Use the theory of planned behavior as the base, the three …

Influence Of Sustainability Reward Program On Meeting Planners’ Site Selection Decision And Perceived Value-For-Money, Shinyong (Shawn) Jung

UNLV Theses, Dissertations, Professional Papers, and Capstones

Many types of voluntary sustainable programs have been integrated into the hospitality industry standards and been examined to measure their effectiveness by research firms and institutions (Giebelhausen & Chun, 2016). However, there is a lack of research examining how the benefits received by participating in green meetings influence perceptions and behavioral intentions on environmentally sustainable meetings. Consequently, this research investigates how incentivizing tools such as incorporating sustainability reward points for choosing sustainable venues and participating in environmental programs can affect planners’ perceived value for money and site-selection intention. The results of the three-way repeated measure analysis of variance (ANOVA) did …

Examining The Decoy And The Phantom Decoy Effects On The Menu Item Choice, Yang-Su Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the modern foodservice industry, restaurant potential customers encounter a vast quantity of information that influences their dining choices. Using theoretical foundations of traditional asymmetrical-dominating decoy and phantom decoy effects, this dissertation empirically tested a variety of decoy and phantom decoy items applied to a menu and investigated whether these effects increase the attractiveness of the target item and further increase customers’ likelihood of choosing the target item, as well as their post-choice assessments. Two separate experimental designs that manipulated different decoy and phantom decoy conditions and customers’ familiarity with the food items were conducted.

The results of study 1 …

Price Prediction: Determining Changes In Stock Pricing Through Sentiment Analysis Of Online Consumer Reviews, Daryl F. Boykin

UNLV Theses, Dissertations, Professional Papers, and Capstones

The rapid growth of technology has changed the dynamics in which consumers socialize and make their purchasing decisions. The volume of online reviews has grown rapidly over the past decade, leading the peer groups of consumer to carry a disproportionate weight in the purchasing decision process. The sheer volume of reviews can be a daunting task for an operator to attempt to incorporate the reviews in their analysis. Sentiment analysis allows for large volumes of consumer reviews to be processed in a relatively easy, and time sensitive manner. The information contained in these reviews, the sentiment score, is the same …