Award Date

1-1-1998

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Michael Petrillose

Number of Pages

79

Abstract

The purpose of this thesis was to examine the reasons why guests select and return to Las Vegas hotel/casino properties. The study intended to investigate the importance of the host relationship in the guests' reasons for selection and return to a particular property; Current marketing research indicates that customer retention is directly related to satisfaction and individualized service experiences. For this reason, research topics were identified as relationship marketing, customer satisfaction versus retention, and loyalty management. Findings suggest that guests with hosts and guests without hosts tend to be comprised of the same demographic group. Casino guests with hosts demonstrated longer hours spent gambling per day; larger average wagers; and a tendency to play table games rather than slot machines. Finally, the importance of the host relationship was determined as low.

Keywords

Analysis; Casino; Empirical; Guests; Hotel; Nevada; Properties; Reasons; Return; Vegas

Controlled Subject

Marketing; Recreation

File Format

pdf

File Size

1853.44 KB

Degree Grantor

University of Nevada, Las Vegas

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