Award Date

8-2010

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Kurt Stahura, Chair

Number of Pages

42

Abstract

This study summarizes academic theories and industry applications related to loyalty marketing schemes, drawing on literature pertaining to casino marketing, behavioral learning theory, loyalty marketing, and economics. Specifically, this study attempts to understand the market conditions and program structure under which Las Vegas Strip casinos may profitably utilize complimentary rewards through increasing short-term revenue and generating long-term loyalty. This literature synthesis provides important professional implications for casino marketers both in terms of effectively designing complimentary reward programs and sustaining profitable business during recessionary times.

Keywords

Casinos – Marketing; Customer loyalty programs – Economic aspects; Recessions

Disciplines

Gaming and Casino Operations Management | Hospitality Administration and Management

Language

English


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