Marketing Commons^™

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 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 …

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. …

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 …

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 …

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 …

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 …

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 …

Foreign Exchange Rate Effect On International Gaming Demand: An Examination From An Upscale Las Vegas Casino, Myongjee Yoo, Ashok K. Singh, Kasra Ghaharian

UNLV Gaming Research & Review Journal

Las Vegas has developed into one of the world’s top tourist destinations, and the international market has become a vital stream of the city’s revenue. The objective of this study was to understand the foreign exchange rate as a determinant for international gaming demand in the Las Vegas gaming industry. This study applied the econometric modeling method of panel data analysis to secondary data originated from a Las Vegas Strip casino property. This study attempted to validate the foreign exchange effect through empirical investigation. Results of this study showed that foreign exchange rate has an impact on international gaming demand.

Sports Bettors’ Responses To Sports-Embedded Gambling Promotions: Comparisons Amongst Pgsi Groups, Nerilee Hing, Matthew Lamont, Peter Vitartas, Elian Fink

International Conference on Gambling & Risk Taking

Televised sporting events now contain a plethora of gambling and sports betting promotions, including logos, signage, advertising, sponsored segments and celebrity endorsement. This presentation focuses on how sports bettors respond to these promotions, drawing on research findings from Australia.

A first study examined sports bettors’ responses to these promotions, and whether this varied with problem gambling severity. Surveys with 544 Queensland sports bettors indicated that problem gamblers had highest approval of, felt most encouragement to gamble, and had been influenced to gamble most from these promotions, compared to non-problem and at-risk gamblers. Problem gamblers were also more influenced to bet …

Investigating How Restaurant Week's Price Promotion Affects Diners' Online Perceptions, Jian Zhao

UNLV Theses, Dissertations, Professional Papers, and Capstones

Price promotion is being widely employed in the global restaurant industry. This exploratory study uses online user-generated content (UGC) to investigate how price promotion affects diners’ perceptions. The study uses secondary data extracted from a Chinese third-party review website, Dianping.com. The data was separated into Restaurant Week’s price promotion group and non-price promotion group for comparison. Structured content analysis and further chi-square tests were used to analyze qualitative data, and a two-way MANOVA was applied to analyze quantitative data. Empirical evidence shows that food, service, and environment are the top three determinant attributes for full-service restaurants, and they are not …

Assessment Of Orthodontic Patients' Preferences Regarding Treatment From General Dentists Or Orthodontists, Brian Robert Wilde

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study evaluated how parents of prospective orthodontic patients choose between taking their child to a general dentist or an orthodontist for orthodontic treatment. It also looked at which factors influence patients’ satisfaction with the progress of treatment and likelihood to refer other patients to the practice. This study included two phases. The first phase was a qualitative assessment of the decision making process through conducting and analyzing focus groups. The second phase was the development and administration of a nationwide online survey regarding the topics covered in the focus groups. Influential factors in the decision making process fell into …

Developing A Parasocial Relationship With Hotel Brands On Facebook: Will Millennials Differ From Genxers?, Yun Ying Zhong

UNLV Theses, Dissertations, Professional Papers, and Capstones

Facebook, particularly its brand page, is becoming one of the most powerful tool for relationship building and customer engagement for hospitality companies. As the social media marketing practices evolve in the hospitality industry, the industry starts to realize the importance of customer participation behaviors based on relationship quality rather than quantity of interactions and the rising significance of the Millennials generation.

To respond to this trend, this study pursues an empirical investigation of the antecedents for consumer-hotel brand relationship on Facebook, and the potential differences between Millennials and non-Millennials, particularly the GenXers. It also examines the potential varying relational consequences …

Predicting Cross-Gaming Propensity Using E-Chaid Analysis, Eunju Suh, Matt Alhaery

UNLV Gaming Research & Review Journal

Cross-selling different types of games could provide an opportunity for casino operators to generate additional time and money spent on gaming from existing patrons. One way to identify the patrons who are likely to cross-play is mining individual players’ gaming data using predictive analytics. Hence, this study aims to predict casino patrons’ propensity to play both slots and table games, also known as cross-gaming, by applying a data-mining algorithm to patrons’ gaming data. The Exhaustive Chi-squared Automatic Interaction Detector (E-CHAID) method was employed to predict cross-gaming propensity. The E-CHAID models based on the gaming-related behavioral data produced actionable model accuracy …

Impact Of Menu Designs And Personal Dietary Behaviors On Young Millennials' Restaurant Menu Choices, Yuan Tian

UNLV Theses, Dissertations, Professional Papers, and Capstones

The global prevalence of obesity has more than doubled since 1980. In response to this health crisis, the U.S. Food and Drug Administration finalized the Menu Calorie Labeling Rule in 2014. It requires that food service chains post Calorie information next to all food items on menus. Young Millennials aged 18-24 reportedly have poor dietary habits, which contributes to obesity rates. This on-line study surveyed 505 young Millennials to evaluate the relationship between young Millennials’ Calorie choices on restaurant menus and various factors, including menu design, personal dietary behaviors, and demographic characteristics. The survey data was analyzed using logistic regression. …

The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by Qualtrics. The survey used a three-column format asking the adequate level of expectations, desired level of expectations, and perceptions to test survey respondents’ zone of tolerance and perceived service quality using SERVQUAL dimensions. Guest satisfaction was measured by American Customer Satisfaction Index (ACSI). A nine-point Likert scale was applied for the measurement of service …

Evaluating Event Effectiveness Across Alternate Platforms, Kristin Marie Malek

UNLV Theses, Dissertations, Professional Papers, and Capstones

As technology continues to influence younger generations and demand a commanding presence in the workplace, more industries are trying to incorporate these advances. Organizations are rapidly adopting new technologies and have justified their return on investment by examining new attendee rates, ‘click-throughs’ on links, and company specific metrics. Despite advances in technology and growing consumer dependence on electronics, the meeting and events industry has been slow to adopt IT advances for fear of cannibalization (Fenich, et al., 2011; Pearlman & Gates, 2010). The goal of this research was to gain a better understanding of how alternate platforms can affect event …

Patient Service Quality And Health Maintenance Organizations: Not An Oxymoron, Jessica Mcbeath

UNLV Theses, Dissertations, Professional Papers, and Capstones

Today’s quality movement in health care has driven the importance of patient satisfaction and experience across the industry. While the subject is of huge interest to researchers and health care companies, many struggle to identify a unified list of attributes that are applicable globally. Due to the industry’s uniqueness, it becomes necessary to understand the population and specific attributes for each. In review of previous service quality research, this study presents many dimensions and attributes for application. Using existing service quality framework 5Qs, this study provides unique findings correlated to existing literature and presents actionable items.

Purpose: The purpose of …

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

Evaluating E-Relationship Marketing Features On Hotel Mobile Apps, Xiaolin Lu

UNLV Theses, Dissertations, Professional Papers, and Capstones

The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companies’ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). …

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

Integrating Organisational Change Management And Customer Relationship Management In A Casino, Charlie Chi Cong Mai, Chad Perry, Erwin Loh

UNLV Gaming Research & Review Journal

This research aims to solve the problem: how can casinos manage organizational change programs, and internal and external customer relationship management (CRM) programs? To find a solution, it uses two stages of qualitative methods: convergent interviewing and case research about four departments of a casino in Australia. After a thorough data analysis of documents and interview data, 12 themes were identified and they led to the development of a model of how organizational change management and CRM can be integrated to improve initiatives in organisations such as casinos. The model has seven core elements: vision, key challenge, objective, measure, strategy, …

Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles

UNLV Theses, Dissertations, Professional Papers, and Capstones

Postmodern society is marked by a condition where traditional identity markers have degenerated in value. Without the spatial or temporal connection provided by traditional identity markers, individuals look to brands perceived to be authentic to aide in identity construction. Paradoxically, individualized identities need the interpretive support of other likeminded individuals in specialized communities to give legitimacy to constructed identities. These specialized communities often focus around a lifestyle or a brand. This research employed interpretive qualitative methodology to understand authenticity. Semistructured depth interviews were conducted with members of the Brit Iron Rebels Las Vegas Clan to understand the authenticity of Triumph …

Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu

UNLV Theses, Dissertations, Professional Papers, and Capstones

Although Chinese outbound tourists made enormous economic contribution to the U.S. restaurant industry, they seem to have the tendency to consume Chinese cuisine solely during their international trips. This study applies structural equation modeling (SEM) to evaluate different behavioral beliefs' impact on the intentions of Chinese outbound tourist unfamiliar ethnic food consumption in the U.S. Additionally, this research combines the Theory of Planned Behavior (TPB) and food neophobia, a food-related personality trait to better explain Chinese outbound tourists' food rejection behavior in the U.S.

Results of this study showed safety concern, acceptance of table manners, perceived communication gap and food …