Marketing Commons^™

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 …

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 …

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 …

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …