First Committee Member
Gail Sammons, Chair
Number of Pages
The proliferation of gaming is unprecedented. As many states look to gaming as a source of revenue for a poor fiscal policy, this research becomes more valuable. Many people fail to make the correlation between these new jurisdictions, Tribal or Indian gaming opportunities, and the “locals” market. The argument is, not many people are traveling to Barona or Harrah’s Rincon outside of San Diego, California for their vacation from New York City. Therefore, these primary markets are considered to be more localized. Localized markets could be referred to as geographic segmentation as opposed to other segmentation strategies. The strengths of this study builds on previous literature and suggest insight into attitudinal and behavior characteristics that are determinants of repeat visitation. The application of the research will develop a better understanding of what attributes a Las Vegas local gaming customer prefers.
Casinos — Marketing; Gambling — Taxation; Gambling industry; Market segmentation; Target marketing
Gaming and Casino Operations Management | Hospitality Administration and Management | Marketing
Ross, David D., "Determinants of repeat visitation for Las Vegas “locals” casinos" (2005). UNLV Theses, Dissertations, Professional Papers, and Capstones. 635.