Award Date

5-1-2014

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Anthony Lucas

Abstract

Casinos employ marketing and promotional activities to attract and retain customers within the competitive industry. Promotions awarding players thousands of dollars are not uncommon. To capitalize on this investment, the success of these promotional activities is crucial. The effectiveness of casino promotions has been scarcely examined within research. Only a few studies have directly examined the impact of casino lottery promotions (Lucas & Bowen, 2002; Lucas et al., 2006; Suh et al., 2014). Literature on promotional games can be used to fill the gap in knowledge regarding casino lottery promotions and to provide a starting point for future research. This study examines the existing literature on promotional games and provides suggestions for future studies on casino lottery promotions’ effectiveness by proposing research hypotheses.

Keywords

Casinos; Customer relations; Gamblers; Gambling; Marketing

Disciplines

Business Administration, Management, and Operations | Gaming and Casino Operations Management | Marketing