Award Date

1-1-2006

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Billy Bai

Number of Pages

95

Abstract

The primary objective of this study was to examine the relationship between brand loyalty and financial performance of Las Vegas hotels. This study also investigated the impact of the age of a property and development costs on financial performance. The study used convenience sampling collecting data from a total of 315 visitors who currently stayed at the selected 12 hotels in Las Vegas during the survey period. The data was collected on the Las Vegas Strip through self-administered questionnaire and was analyzed using multiple regression. Results indicate that there was a significant relationship between brand loyalty and financial performance in hotels. That is, brand loyalty contributes to increasing financial performance. The findings also suggest that the age of a property and development costs had significant impact on financial performance, respectively. The findings of this study not only provide support for previous studies but also serve as guide for future studies on the relationship between brand loyalty and financial performance in the hotel industry.

Keywords

Brand; Empirical; Financial; Hotel; Industry; Las Vegas; Loyalty; Nevada; Performance; Relationship; Study; Vegas

Controlled Subject

Management; Recreation

File Format

pdf

File Size

2304 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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