Award Date


Degree Type


Degree Name

Doctor of Philosophy (PhD)


Hotel Administration

First Committee Member

Kathryn LaTour

Number of Pages



This study examines how temporal orientation impacts perception of a loyalty program. It examines how control over loyalty program features impacts the subjective experience of empowerment for customers with three temporal orientations: Present-Hedonistic (PH), Present-Fatalistic (PF), and Future-Oriented (FO). The study analyzes whether future-oriented individuals evaluate the more long-term and abstract levels associated with choice, while present-oriented individuals look for concrete details and the more immediate benefits of their consumption experience. A qualitative technique, the Zaltman Metaphor Elicitation Technique (ZMET), is used in order to capture the conscious and unconscious meanings associated with a casino loyalty program by members of a Las Vegas-based casino. The results indicate that temporal orientation changes the types of benefits sought in a loyalty program as well as the types of relationships formed with a company. Findings also evidence similarities between groups and provide a mental representation of an ideal Las Vegas casino loyalty program.


Casino; Casino Marketing; Consumer; Consumer Empowerment; Examining; Hospitality Industry; Hospitality Industry Las Vegas; Loyalty; Loyalty Program; Las Vegas; Nevada; Orientation; Program; Temporal; Temporal Orientation; Vegas; Zaltman Metaphor Elicitation Technique; ZMET

Controlled Subject

Marketing; Recreation

File Format


File Size

2355.2 KB

Degree Grantor

University of Nevada, Las Vegas




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