Award Date

2009

Degree Type

Thesis

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

Advisor 1

Sarah Tanford, Committee Chair

First Committee Member

Carola Raab

Second Committee Member

Mehmet Erdem

Graduate Faculty Representative

John Schibrowsky

Number of Pages

83

Abstract

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. A set of offer packages were created which were designed to meet the characteristics of the local young population. Questionnaires were then distributed to a sample population to query their preference to the offer packages and the future change of their gambling habit.

Keywords

Casinos; Marketing tools; Offer packages; Price bundling; Targeted marketing

Disciplines

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

Language

English