Award Date

Fall 2011

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration


Hotel Administration

First Committee Member

Bo J. Bernhard, Chair

Number of Pages



With the tightened competitive conditions in the gaming industry, it is essential for casino management to focus on customer service. Chinese customers are very important for the Las Vegas gaming market. Even though the games offered by the casinos are the core value that Chinese customers seek when visiting a casino, a warm, comfortable and intimate service will enhance their gaming experience as well. Understanding important Chinese culture factors such as superstitions, gaming characteristics and communication styles can help casino employees enhance the quality of the service they are able to offer to Chinese customers, thereby increasing satisfaction and retention.


Casinos – Management; Chinese; Consumer satisfaction; Cultural awareness; Gambling industry; Nevada – Las Vegas


Business Administration, Management, and Operations | Gaming and Casino Operations Management | International and Intercultural Communication | Strategic Management Policy