Marketing Commons^™

Evaluating The Impact Of A New Casino Loyalty Program On Gaming Volume, Ji Hye Min

UNLV Theses, Dissertations, Professional Papers, and Capstones

Using two years secondary data gathered from a Las Vegas hotel and casino, the effectiveness of a new casino loyalty program is examined on both daily slot coin-in and table game drop. Based on a theoretical model advanced to estimate the effects of a new loyalty program, simultaneous multiple regression analysis with Autoregressive Moving Average (ARMA) terms is used to analyze the data. The results indicate that the loyalty variable significantly increases slot coin-in at a rate of $302,455 per day, while table game drop is not significantly affected by the introduction of the new loyalty program. The coin-in increase …

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …

Capturing The Chinese Outbound Tourism Market: Lessons For Las Vegas Casino Operators, Wilson Wan

UNLV Theses, Dissertations, Professional Papers, and Capstones

China has become a fast rising economic power and its GDP is expected to overtake America's in about 6 years (How to get a date, 2011). As a result of the increase in wealth, the Chinese middle class has been expanding rapidly and now has access to more resources than ever before. With a higher disposable income, the Chinese now have an increased desire, and capability, to travel the world. In preparation for the increase in outbound Chinese travelers, it would be wise for tourist destinations to be prepared to attract this market and thus capture a part of this …

American Generation Y And The Hotel Of 2030, Brian Kelley

UNLV Theses, Dissertations, Professional Papers, and Capstones

The Baby Boomer generation, once the largest, most important consumer base and leader in purchasing power, is entering retirement (Sherman, 2008). Now an aging generation, the Boomers, are slowly losing their hold on the attention of the hospitality industry. The Boomers are quickly being eclipsed by their children and grandchildren as the largest market population and the biggest spenders within America with over 73 million or 26% of the total US population belonging to this demographic (Nusair, Parsa, & Cobanoglu, 2011). Much like the Baby Boomers, this demographic, known as primarily as Generation Y (Gen Y) or “Echo-Boomers” due to …

The Shifting Of The Las Vegas Tourism Industry: A Historical Perspective On Management And Resort Revenues, Eden Mccallister

UNLV Theses, Dissertations, Professional Papers, and Capstones

Las Vegas has been internationally recognized as the entertainment capital of the world. Whether it is top dollar luxury, world class fine dining, or vibrant night life that one seeks, Las Vegas certainly has something for everyone. The latter half of the 20th century has shown the city unprecedented arenas of success, but with intense global competition on the rise, it is clear that Las Vegas is no longer the only major player in the game. The turn of the 21st century has brought a new wave of economic challenges, and though Las Vegas has adapted over the years with …

Exploration Of Hotel Distribution Channels In China — Focus On Hotel Call Centers, Tao Yu

UNLV Theses, Dissertations, Professional Papers, and Capstones

In a world of increasing global competition, choosing an effective distribution channel is crucial for hoteliers to deliver value for their products and services. As hotel rooms are perishable, if they are not sold each night no revenue will be generated. So, we always see the distribution channel as one of the most important parts in the selling process. With the explosion of Internet commerce and computer usage, online distribution is fast growing up to become one of the popular and effective distribution channels in use. However, will functions of traditional distribution channels die from the boom of the new …

The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from traditional marketing approaches, traditional marketing theories and practices may not be applicable to social media. Besides, very few studies have examined the effectiveness of social media marketing in the academic world.

Therefore, this study intended to provide an in-depth examination on the marketing effectiveness of …

The Competitive Front-Of-Package Labeling Of Consumer Packaged Goods: Cutting Through The Clutter, Christopher Newman

Graduate Theses and Dissertations

At no point in U.S. history have food product packages displayed so many symbols and statements regarding nutrition and health benefits (Nestle 2010). However, despite this explosion of front-of-package (FOP) health communications, obesity and health-related problems of U.S. consumers continue to be a critical concern. Therefore, it is important for marketers, retailers, manufacturers, and public policy makers to develop a more complete understanding of consumers' processing and utilization of health information on food packages, as well as how this information affects product evaluations and choices.

Therefore, this dissertation utilizes a processing fluency theoretical framework (e.g., Zajonc 1968; Jacoby and Dallas …

A Business Plan For Grass Fed Restaurant, Joshua Schonfeld

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper will present a business plan for a grass fed steakhouse concept in Chicago. After having spent the past year researching the grass fed meat market, meeting with grass fed farmers and looking for restaurant locations in three different markets (Los Angeles, San Francisco and Chicago) it has become apparent that Chicago is going to be the best market for this type of concept. In the restaurant industry, contacts and word of mouth are two huge players in success in the restaurant business and this is definitely a connection that the partners have in Chicago.

Why grass fed? As …

Maintaining The Profitability Of Gaming’S Premium Players, Maxwell J.H. Olson

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: This paper does not seek to condemn the use of incentives for high-end casino players. Rather, it is intended to illuminate common policies and practices that might require more measurement and consideration prior to being distributed. This paper also explores and examines existing literature and findings regarding the profitability of high-end casino players and offers guidelines for evaluating profitability.

Statement of Objective: This paper targets existing policies and practices in the contemporary Las Vegas casino gaming business, separately examining the profitability of each incentive program or common practice. As a consolidated examination of such practices, this paper can serve …

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 …

A Green Marketing Guideline For The Cruise Industry In North America, Xi Guo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this professional paper is to develop a guideline of green marketing strategies for cruise managers in North America.

Statement of objectives: This paper will develop a customer relationship model according to the literature review of customer behavior and customer relationships in the hospitality industry. Meanwhile, the characteristics of green customers and the most popular green practices in the hotel and restaurant industry, and current sustainable achievements in the cruise industry will be investigated respectively. The green marketing guideline will be explored basing on the customer relationship model and the investigations of green customers and green practices …

Marketing Analysis For Bonk Knob Shoals Located In Van Buren County, Tennessee, Lillian Lee Ehrmann

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to provide Alfred Crabtree, owner of Bonk Knob Shoals, with a marketing plan. Bonk Knob Shoals will be an upscale campsite nearby Spencer, TN in Van Buren County.

Statement of Objective: Bonk Knob Shoals is currently under development and the owner wants to gain insight to LOHAS tourists, so he can create a suitable business plan to attract people in that niche market. Marketing is a huge component of the business plan because Crabtree believes a significant amount of resources will be needed to increase tourism awareness of the upscale campsite, …