Marketing Commons^™

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 …

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. …

Rebranding: A Case Study Of A Business Hotel In Singapore, Guat Loo Ooi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper examined the process of service rebranding through various studies of corporate rebranding and service branding. This paper used exploratory case study to gain insight of an actual service rebranding of a business luxury class hotel, Royal Plaza on Scotts. Information from in-dept interviews with the Marketing and Brand Director was used to understand the various elements of the service rebranding process. The study showed that the actual service brand revitalisation of the hotel involved a combination of elements in the corporate rebranding and service branding processes. The study showed that the process of making changes to service brand …

Last Minute Travel: Anomaly Or Opportunity? A Case Study Of An Online Travel Agency’S Product Evolution, Cady Wolf

UNLV Theses, Dissertations, Professional Papers, and Capstones

According to Jupiter Research, Online Travel is expected to reach $128 billion by the year 2011. It is estimated that sales of online packages will reach $7.6 billion by 2011; with one segment of this market, last minute travel, estimated to reach $1.8 billion during the same period. The growth potential of the last minute market segment is substantial, as the number of consumers who purchase travel online will grow from 34 million in 2005 to 55 million in 2011 (Cannizzaro, Carrol, Offutt, and Quinby, 2007).

Food Marketing Association: Fund Raising Task Force, Miranda K. Owen

Honors Theses

The objective of this project was to develop a sustainable fundraising program for the Food Marketing Association, a Western Michigan University student organization, which would not only provide income to the organization but provide an educational experience for the students. The concept was to contact a food manufacturer or marketing group and offer the resources of the student organization to introduce and test one of their new products on WMU's campus in exchange for a donation to the organization. The following report summarizes and outlines the process followed in order to obtain this position.

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 …

Dublin Visitor Survey 2008 Report, Sheila Flanagan, John Carty, Gerard Dunne

Reports

This report represents a joint research initiative by the Tourism Research Centre and the School of Hospitality Management and Tourism at the Technological University Dublin with the support of Dublin Tourism. The study has been conducted annually since 1999 and has amassed a wealth of rich data over the years. This report highlights the principal 2008 findings from the annual visitor survey including the characteristics and attitudes of out of state tourists visiting Dublin city. The key objectives of the survey are to improve the quality of urban tourism information within a Dublin city context and to provide those engaged …

Service Dimensions Of Service Quality Impacting Customer Satisfaction Of Fine Dining Restaurants In Singapore, Ko King Lily Harr

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper is an exploratory study of customer satisfaction of fine dining restaurants in Singapore. Since there is a causal relationship between customer satisfaction and service quality and services literature and studies have shown that service quality is an antecedent of customer satisfaction, this paper seeks to find out the service dimensions of service quality, which lead to higher levels of customer satisfaction. This study suggested that the service dimensions of assurance, empathy and tangibles are the most important to customers’ evaluation of service quality, and thus, may have a positive influence customer satisfaction. The service aspects of each of …

Integrated Marketing Communications Strategy: An Examination Of Harrah’S Entertainment, Inc., Michael Mehling

UNLV Theses, Dissertations, Professional Papers, and Capstones

This professional paper is going to examine marketing communications, specifically the Integrated Marketing Communications (IMC) strategy. The paper will look at how to develop an IMC strategy, discussing the necessary components. The author will then apply Harrah’s current strategy of their Total Rewards program to the IMC model discussed in the literature review.

City Break Motivation: The Case Of Dublin, A Successful National Capital, Gerard Dunne, Sheila Flanagan, Joan Buckley

Articles

This paper investigates why people take city break trips. The main objective of the study was to reveal the underlying push and pull motivational factors associated with taking a city break holiday to Dublin. In-depth interviews with 40 city break visitors uncovered six push factors and eight pull factors. The main push motives involved were, ‘escape,’ ‘socialising,’ and ‘self esteem (gift giving).’ City breaks were generally viewed as active or ‘doing’ holidays, with the ‘relaxation’ motive hardly featuring at all as a reason to visit. Pull factors were found to be particularly important in terms of the travel decision. Factors …

The Experience Of A Lifestyle, Brian Lonsway

School of Architecture - All Scholarship

This essay traces the evolution of themed environment design from theme parks to a series of new architectural types – Urban Entertainment Destinations, Lifestyle Enhancement Centers, and Lifestyle Villages – as a chronicle of spatial mediation from urban décor to urban design technique. Culled partly through semiotic deconstruction and partly through ethnographic investigation, this history examines the environmental design techniques employed in these spaces in order to better understand the relationship of design practice to the cultural practices of work and leisure.

From spatialized branding strategies to the neo-urbanist configurations of location-based entertainment, leisure/entertainment ventures use these narratively motivated techniques …

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, …

Determinants Of Repeat Visitation For Las Vegas “Locals” Casinos, David D. Ross

UNLV Theses, Dissertations, Professional Papers, and Capstones

The proliferation of gaming is unprecedented. As many states look to gaming as a source of revenue for a poor fiscal policy, this research becomes more valuable. Many people fail to make the correlation between these new jurisdictions, Tribal or Indian gaming opportunities, and the “locals” market. The argument is, not many people are traveling to Barona or Harrah’s Rincon outside of San Diego, California for their vacation from New York City. Therefore, these primary markets are considered to be more localized. Localized markets could be referred to as geographic segmentation as opposed to other segmentation strategies. The strengths of …

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

Marketing Potential Of Thai Food And Products In The U.S. Market, Athitaya Vudhikarmrusa

Seton Hall University Dissertations and Theses (ETDs)

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A Study Of The Growth Potential That Lies Within Regional Asian And Hispanic Consumer Markets For New Jersey's Horse Racing Industry, Amy E. Silver

Seton Hall University Dissertations and Theses (ETDs)

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Sampling Concepts, Paul Boyd, Ph.D.

MBA Faculty Conference Papers & Journal Articles

The usefulness of any research is dependent upon how well the group studied represents the group about which decisions are to be made or conclusions drawn. That is, it depends upon how well the sample reflects relevant characteristics of the population. When it is possible to study every member of that group there is no problem, for on these occasions we can easily calculate the exact attribute (parameter) of interest for our population.

For example, if we were interested in determining the average number of gallons of gasoline sold to customers at our service station yesterday, we …

Business Plan For A Malaysian Premium Cafe, Yew Kwan Yip

Student Works (2000-2009)

Speciality cafes are currently divided into two main groups; the foreign branded cafes and our very own local coffee shops. Borneo Cafe is conceptualise to fill the vacuum between these two groups. We intend to serve local speciality roasted coffee in a local ambience. The name Borneo was chosen to reflect nature and environment with a reflection to the past era where life was simpler and individuals have time chatting to each other. Consumers patronising our cafe will sit on wooden furniture's, earthy tone colours to pacify the sight and mind, the aroma of freshly roasted coffee and the sound …

Hospitals And The Web: A Maturing Relationship, Daniel Fell, C. David Shepherd

Faculty Articles

How are hospitals using the Internet in marketing today? Where are health care marketers focusing their online efforts?What returns are marketers seeing from their Internet initiatives and investments? These are some of the questions we have been tracking since 1995 when we conducted the first-ever study to examine the ways that hospital marketers around the country were using the Internet and other emerging technology to promote their organizations. In the most recent survey, we look at what health care marketers are doing online and take the pulse of an industry grappling with rapid change and as yet unproven Internet strategies.

Marketing's Role In Hospital Web Site Development, C. David Shepherd, Daniel Fell

Faculty Articles

No abstract provided.

Hospital Marketing And The Internet: Revisited, C. David Shepherd, Daniel Fell

Faculty Articles

In 1995 a study was conducted to explore the use of the Internet in hospital marketing. Use of the Internet has exploded since that study was published. This manuscript replicates the 1995 study and extends it by investigating several managerial and operational issues concerning the use of the Internet in hospital marketing.

Farm And Station Stay : An Alternative Industry, Not A Hobby!, Garry Palmer

Journal of the Department of Agriculture, Western Australia, Series 4

When product prices are low, or after bad seasons, it is tempting to look for a fix. But farm and station tourism is not that short-term fix. Before going into such ventures, landholders need to examine all other alternatives that might be available on their properties. GARRY PALMER'S advice could save a lot of heartache for prospective hosts.

The U.S. Travel Market To Spain, Dick Pope Sr. Institute For Tourism Studies

Dick Pope Sr. Institute Publications

The main objective of this research proposal is to provide a database for the Spanish National Tourist Office about the current potential U.S. resident market of the Spanish Tourist Product. The study will explore the attitudes, perceptions and preferences of potential U.S. residents who have high propensity to travel to foreign destinations, in particular to Spain. In addition the study will identify specific segments of the market (in particular geographic and demographic) to which promotional campaigns should be addressed.

Dick Pope, Sr. Institute For Tourism Studies: Research, Education, Public Awareness, Dick Pope Sr. Institute For Tourism Studies

Dick Pope Sr. Institute Publications

No abstract provided.

National Food Brokers Association Members Communicate Attitudes About Women Working In Food Brokerage Positions, Dennis S. Moore

Honors Theses

The purpose of this study is to identify the attitudes of the National Food Brokers Association Members in the East North Central states about women working in the food brokerage positions of retail sales representative, sales supervisor, and sales manager. This study examines three hypotheses: (1) The small percentage of women in these positions is due to unawareness of the job titles and opportunities available, (2) The small percentage of women in these positions is due to the fact that top management believes male employees are more effective in relating to principles than women, and, (3) The small percentage of …