Award Date

Fall 2005

Degree Type

Professional Paper

Department

Hotel Administration

First Committee Member

Gail Sammons, Chair

Number of Pages

43

Abstract

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 this study builds on previous literature and suggest insight into attitudinal and behavior characteristics that are determinants of repeat visitation. The application of the research will develop a better understanding of what attributes a Las Vegas local gaming customer prefers.

Keywords

Casinos — Marketing; Gambling — Taxation; Gambling industry; Market segmentation; Target marketing

Disciplines

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

Language

English

Comments

Incomplete paper data.


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