Award Date

1-1-2005

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Kathryn LaTour

Number of Pages

67

Abstract

As a hotel industry gets competitive to a greater extent these days, attracting and retaining more guests become significant issues for the management. Guests tend to perceive intangible service on the basis of an offered price so implementing successful pricing strategy is important for managers to attract guests. Providing a loyalty program is believed to have a positive effect on retaining guests. This study investigates factors which are expected to influence price tolerance of hotel guests and compares price tolerance between two different guest groups: guests who are members of a casino loyalty program and guests who are not members; This study exhibited that there was a positive relationship between satisfaction and price tolerance and that switching costs also positively influenced price tolerance. The results of the study indicated that casino loyalty program members possessed higher switching costs and price tolerance than non-members did.

Keywords

Casinos; Determinants; Hotel; Industry; Price; Tolerance

Controlled Subject

Marketing

File Format

pdf

File Size

1648.64 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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