Gaming and Casino Operations Management Commons^™

Online Gaming: Prohibition Vs. Regulation, Andrew Montgomery

UNLV Theses, Dissertations, Professional Papers, and Capstones

Since online gaming began in 1995, the industry has been unsettled. Despite online gaming being viewed as illegal by the United States government, revenues generated from players in the U.S. grew consistently and rapidly from 1995 to 2006. U.S. lawmakers believed they clarified the legality issue by passing the Unlawful Internet Gambling Enforcement Act in 2006 (UIGEA); however, this legislation did little to discourage people in the U.S. from engaging in online gambling. U.S. lawmakers have long debated prohibition vs. regulation of the industry. Given the apparent ineffectiveness of online gaming prohibition via UIGEA, lawmakers favoring legalization and regulation of …

A Mathematical Approach For Optimizing The Casino Slot Floor: A Linear Programming Application, Kasra Christopher Ghaharian

UNLV Theses, Dissertations, Professional Papers, and Capstones

Linear programming is a tool that has been successfully applied to various problems across many different industries and businesses. However, it appears that casino operators may have overlooked this useful and proven method. At most casino properties the bulk of gaming revenues are derived from slot machines. It is therefore imperative for casino operators to effectively manage and cultivate the performance of this department. A primary task for the casino operator is planning and deciding the mix of slot machines in order to maximize performance.

This paper presents the task of optimizing the casino slot floor as a linear programming …

Estimating The Future Growth Potential Of Kangwon Land Casino, Yunekyong Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study was to examine the further revenue growth potential for Kangwon Land casino in the context of visitor's spending trend. Using table games drop as an indicator of overall gaming demand, a time series regression with dummy variables was utilized to develop a forecast model for table games drop. Then, the predicted data was divided by the number of visitors in an effort to control for the visitor effect. Table games drop data was collected from Kangwon Land casino reflecting the period from November 2000 to May 2008. The Number of visitor data was also collected …

Legalizing Gaming In Singapore: The Ethical Implications, Yeng Tuck Nicholas Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

In this day and age when directors of companies are found to be corrupt and governments are not void of graft and bribes, it is not a wonder that people would question the integrity of both companies and governments. Many cities in the world have decided to build mega resorts with gaming facilities for the purpose of economic development that includes employment and tourism. The aim of this study therefore is to contrast and compare the ethical issues and implications of the decisions made not only by the Singapore government but other governments of the US, Macau, the Bahamas and …

Complimentary Rewards In Las Vegas Casinos: A Literature Synthesis And Recommendations For Profitable Complimentary Reward Programs, Katharine S. Meczka

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study summarizes academic theories and industry applications related to loyalty marketing schemes, drawing on literature pertaining to casino marketing, behavioral learning theory, loyalty marketing, and economics. Specifically, this study attempts to understand the market conditions and program structure under which Las Vegas Strip casinos may profitably utilize complimentary rewards through increasing short-term revenue and generating long-term loyalty. This literature synthesis provides important professional implications for casino marketers both in terms of effectively designing complimentary reward programs and sustaining profitable business during recessionary times.

An Analysis Of Supervisor’S Gender And Subordinate Employees’ Job Satisfaction Within The Casino-Entertainment Industry, Nicholas J. Thomas

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study investigates supervisor gender and various dimensions of employee job satisfaction within the casino-entertainment sector of the hospitality industry. Specifically, these dimensions were analyzed from the perspective of three variables related to individual employees: (1) satisfaction with company; (2) satisfaction with department; and, finally, (3) satisfaction with the supervisor. The data for this study was obtained from an employee survey administered to employees in three separate Nevada casino-entertainment properties and their corresponding corporate office. The results of this study fill existing gaps in the academic literature related to job satisfaction and the role of supervisor gender. There are implications …

The Boys' Club: An Exploration Into The Social World Of A Las Vegas Casino Sports Book, Frederick W. Krauss

UNLV Theses, Dissertations, Professional Papers, and Capstones

This ethnography of the La Mesa Casino Sports Book explores the characteristics that frame the social world its regular patrons create. Specifically, I explain the characteristics of La Mesa’s sports bettors, the types of people who bet on sports, the mechanisms used to sustain participation in the scene, and how the sports bettors view themselves, their social world, and those outside of it. I argue that regular sports book patrons do not use the environment simply for sports betting. Rather, their complex interactional dynamics create a robust social world they come back to again and again to create a meaningful …

Las Vegas Visitor Demographics: Be Careful What You Wish For, Joseph Akinsete

UNLV Theses, Dissertations, Professional Papers, and Capstones

Targeting the correct customer is one of the most important components to owning and running a successful company. To have a great product that is marketed to the wrong customer, will result in lost profits and missed opportunities.

Over the last 20 years Las Vegas has seen two drastic changes in its target customer and visitor demographics. By the late 1980’s gaming revenue in Las Vegas was down as other areas in the country started to legalize gambling. In an attempt to stimulate visitor numbers the city was reinvented in the image of Disney. Themed hotels such as the Luxor …

Loyalty To Relationships: Examination Of Affluent Casino Guest Retention In Las Vegas, Adrian Y. Low

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper analyzes the challenges faced by Las Vegas, Nevada casinos when catering to their affluent guests. As part of the literature review, the paper will examine the various retention efforts taken by luxury products and service providers, along with luxury hotels and hotel casinos in Las Vegas. Personal communications with casino hotel executives provides a real-world comparison of the effectiveness and limitations of various techniques discussed in the literature review.

A Comparison Of Gambling Motivation Factors Between Chinese And Western Casino Players, Lu Ye

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper explored literature on gambling motivation of Western and Chinese casino players to find out the similarities and differences of their motivation factors. Study found that they are motivated in similar ways by the desire to win, social and early memories. However, the Chinese gamblers exhibit severer cognitive errors, stronger risk-taking tendency and higher level of stress and depression, which explained the common findings of literature that Chinese have higher gambling and problem gambling rates than other ethnic groups. The findings would benefit casino operators in making marketing strategy at the Chinese players as well as problem gambling treatment …

Applying The Service Profit Chain To The Gaming Industry, Emphasizing On Table Games Dealers, In Las Vegas, David Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

Gaming has been a significant part of the tourism industry in Las Vegas. Most gamblers come to Las Vegas hoping to win big, but are often disappointed. So what keeps people coming back time and again to contribute to Las Vegas’ economy? The casinos and the gaming industry believe that the unique and individual service guests experience at their establishment is the primary reason why guests return. For example, at Harrah's employees are upbeat and positive in an effort to keep customers returning; at the Venetian the core value instilled in each and every employee is to provide un-matched guest …

The Swedish Casino Model: A Comparative Study Of Casino Gaming Models, Daniel Sahlin

UNLV Theses, Dissertations, Professional Papers, and Capstones

This comparative study addresses the different gaming regulations that exist around the world. The study involves seven different countries, with its center of attention on the Swedish Casino Model which is owned and operated by the Swedish Government. The study of the Casino Models that originate from each country’s gaming legislation and the influence they have worldwide, as well as how and why new Casino Gaming models are developed. Lastly, a discussion is presented on how different Casino Models can have an effect upon each other and how the Sweden Casino Model may or may not effect other nations.

An Examination Of Female Poker Players, Di Ma

UNLV Theses, Dissertations, Professional Papers, and Capstones

MSN Encarta defines gambling as the wager “of money or other items of value on an uncertain event, dependent either wholly or in part on chance.” The major types of gambling are lotteries, sports betting including horse racing, and casino games including slot machines and table games (2007). A look at PokerUK.com’s Famous Gamblers of the 18th century to present shows thirteen men and zero women (2007). This gender division has experienced a recent change. In 1999, CNN.com reported that women who gambled increased 20% between 1994 and 1998. This figure doubled the percentage growth for male gamblers. The e-Commerce …

An Examination Of The Non-Gaming Nightlife Entertainment Sector Of Las Vegas Resort-Casinos, Jennifer Miyakubo

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper provides an overview of the non-gaming nightlife entertainment sector of Las Vegas resort-casinos. Three qualitative interviews with executives of The Mandalay Bay Resort & Casino, The Monte Carlo Las Vegas Resort and Casino, and The Mirage Las Vegas were conducted to examine their perceptions and needs in the industry. This paper examines the impact the current economic recession is having on the Las Vegas nightlife and also reveals what types of questions resort-casino operators want to know about their customer. This exploratory research is a useful preliminary step that helps ensure that a more rigorous, more conclusive future …

Recession And Its Affect On The Las Vegas Hospitality Industry, William Provance

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this paper is to analyze the recession which began in 2007, and to study its causes, effects, and some attempted solutions through data analysis, academic literature review, public financial reporting, stock information and other news sources. Two major strip companies will be researched; Las Vegas Sands and MGM Grand, as well as a local’s company; Station Casinos. This information will be presented in a case study format that will be available as a learning tool for future hospitality leaders.

The Effects Of Gaming On Residential Real Estate Prices And Sales: A Case Study Of Las Vegas: 1990--2008, Christopher Alan Miller

UNLV Theses, Dissertations, Professional Papers, and Capstones

This dissertation empirically investigates the effects of the gaming industry on a local economy, specifically housing prices and sales in the city and surrounding areas of Las Vegas. This study explores many of the economic effects that Las Vegas' relatively unrestricted gaming industry has on surrounding home prices and sales and analyzes the specific forces and the issues they involve. As of this writing, little to no research has used seminal economic theories to analyze the effects of the performance of a locale's gaming industry on the surrounding residential real estate market. This study addresses this gap by examining the …

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. …

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 …

Estimating The Indirect Contribution Of Sports Books: Sports Wagering As A Driver Of Other In-House Revenues, Brett L.L. Abarbanel

UNLV Theses, Dissertations, Professional Papers, and Capstones

Using data from a repeater market hotel in Las Vegas, Nevada, the relationship between sports book and slot machine revenues is examined. Daily sports book write and daily slot handle are compared over a 250 day period. Though many industry leaders theorize that sports book gamblers also wager in slot banks, the results of this research fail to demonstrate a statistically significant relationship between sports book write and slot coin-in. In addition, the model used included race book win as an independent variable. Race book win was found to be a highly insignificant indirect contributor to slot revenue volume and …

An Observational Tool For Measuring The Dealer's Emotional Labor In A Casino, Alfred Sukwon Jang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The hotel industry has been interested in friendliness as a means of improving the relationships with customers. Upon how to operationally measure the employee’s friendliness, emerging studies have mentioned emotional labor at work. This study developed an observational tool for measuring the dealer's emotional labor in a casino by observing the smiling, eye contact, collecting in a gentle manner, greeting, thanking, and apologizing.

Managing Change: The Challenges Faced At Cne, Brandon Hill

UNLV Theses, Dissertations, Professional Papers, and Capstones

Cherokee Casino Resort (CCR) is relatively new in the gaming industry compared to other casino resort locations such as the resorts in Las Vegas. From its inception less than ten years ago, when legalized gambling was passed in the state of Oklahoma, Cherokee Casino has gone from two bingo halls to seven casinos and a horse track. Included with the seven casinos are truck stops, outposts, motels, and hotels located throughout the state. It has grown from approximately 50 employees to over 3,000 companywide. Along with the rapid growth of casinos and employees, Cherokee Nation Enterprises (CNE) has been able …

Building An Effective Marketing Model For Native American Casinos, Jeffery M. Pletcher

UNLV Theses, Dissertations, Professional Papers, and Capstones

In 1987 the U.S. Supreme Court recognized that, as sovereign political entities, federally recognized Native American tribal entities could operate gaming facilities free of state regulation. Soon after, Congress introduced the 1988 Indian Gaming Regulatory Act (IGRA), which maps out the conditions under which Native American tribal entities are permitted to operate casinos and bingo parlors (Kilby, Fox, & Lucas, 2005). These terms and conditions for Native American casinos under IGRA regulation are Class II gaming methods. Class II gaming is defined as the game of chance commonly known as bingo (regardless of electronic, computer, or other technological aid) (Kilby …

A Review Of The Hotsos Implementation At The Mandalay Bay Resort And Casino, Sarita Noyola

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper is to develop a case that analyzes the implementation of a guest service response system at a full service hotel resort. The term implementation will refer to the following: the start to completion process and steps utilized to install a new method into hotel operations. The definition of system, for the purposes of this report is a technological solution that utilizes limited manual processes and relies upon computers, mobile devices and computer programming. For the purposes of this report the term full service hotel resort will refer to a casino resort and hotel that …

Telling Our Story — Case Study Of The Cherokee Nation Cultural Tourism Initiative, Chad Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is a case study of the Cherokee Nation Cultural Tourism initiative: planning began in 2005 and development began in 2008. This initiative resulted from the perceived need to create local employment, provide incentives to continue the culture and language of the Cherokee people, develop social and political good will in and outside of the Cherokee Nation area, enhance the brand of Cherokee Nation gaming and develop long term capacity in entertainment marketing. The opportunities identified included stimulating and reaching higher end Cherokee art and crafts market, encouraging development of more culturally authentic and fine Cherokee arts and craft, offering …

Effects Of An Upbeat And Positive Attitude In Customer Service Interactions, Brent Pritchett

UNLV Theses, Dissertations, Professional Papers, and Capstones

In an extension of research demonstrating the effects of an upbeat and positive attitude in customer service interactions, the experiment and case studies examined in this paper identified evidence in support of displaying a positive behavior during customer service interactions. In the experiment, casino table game dealers were identified that exuded a consistent upbeat and positive attitude. These dealers were compared to other dealers who were inconsistent in their behavior. The experiment revealed that dealers, who engaged customers with a positive attitude, earned more in tipped income. In a series of case studies, service surveys were taken from customers that …

An Analysis Of The Environmental Content Of Las Vegas Strip Hotels, Andrew M. Levey

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examines the environmental content of hotel properties websites. The central question of this study is whether Las Vegas Strip properties have gone green, or plan to go green. Thus, the purpose of this paper is to examine the frequency of the environmental content of twenty-three Las Vegas Strip hotels’ websites as well as five upcoming hotel projects and one hotel expansion project on the Strip. The twenty-eight hotels are all located along Las Vegas Boulevard, also known as the Strip. All properties examined have over two thousand rooms each. The goal is to determine how prevalent and important …

Expatriate Training For The Hotel And Gaming Workforce: Don't Leave Home Without It, Chien Chien Serene Lim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Globalization is fast becoming the new trend of the hospitality industry. It remains as a highly complex and controversial concept that is not a new phenomenon. Researchers have suggested that globalization is likely an irreversible forceful process that will change the face of businesses (Mrak, 2000). In the recent Global Relocation Trends Survey conducted annually by GMAC Global Relocation Services (2007), it was reported that more than two-thirds (69%) of the multinational corporations surveyed reported an increase to the number of international assignments. This is the highest percentage that was ever reported, with more companies (65%) indicating their intent in …

Multi-Brand Hospitality Operations Branding Strategies, Rikki Tanenbaum

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper is to identify the optimal brand architecture for MGM MIRAGE’s Project CityCenter through synthesis of a review of branding strategies throughout the hospitality industry and a review of Project CityCenter’s goals. As Project CityCenter represents such a massive undertaking from both a financial and marketing perspective, a review of strategies external to MGM MIRAGE is critical; this paper endeavors to highlight branding strategies for potential adoption at Project CityCenter. The project’s significance is affirmed by Terri Lanni, Chairman and CEO of MGM MIRAGE, “Project CityCenter confirms a cultural and lifestyle revival of city living, …

A Day In The Life Of A Casino Host, Chu-Huan Liu

UNLV Theses, Dissertations, Professional Papers, and Capstones

Casinos usually hire junket representatives and casino hosts to act as a liaison between casino marketing departments and proven high-end guests. Junket representatives are usually independent agents who bring players into a particular casino; in return, they are compensated with commission by that casino. If these players do not spend enough time and money in playing, the casino simply loses interest in that representative. Casino hosts are in-house marketing employees who are fully responsible for retaining the existing good patrons and to bring in potential new guests (Makens & Bowen, 1994).

The Hiring Of Wynn Las Vegas, Robert E. Murray Iii

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to examine the various human resource processes and systems that were established by Wynn Las Vegas. With a hiring of this magnitude the human resource team at Wynn faced many unique challenges. This study records these difficulties and also the decisions that were made that allowed Wynn to overcome these obstacles. Through the examination of the Wynn Las Vegas process this study will also give other employers who are considering doing a large scale mass hiring some ideas on what they should expect regarding on line hiring. It will also show how other executives …