Master of Science (MS)
First Committee Member
Number of Pages
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.
Brand; Empirical; Financial; Hotel; Industry; Las Vegas; Loyalty; Nevada; Performance; Relationship; Study; Vegas
University of Nevada, Las Vegas
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Park, Hye-soon, "The relationship between brand loyalty and financial performance: An empirical study on the hotel industry in Las Vegas" (2006). UNLV Retrospective Theses & Dissertations. 2024.