Changing brands and impacts on Las Vegas: messages for Asian gambling destinations

IF 2.3 Q1 EDUCATION & EDUCATIONAL RESEARCH

Asian Education and Development Studies Pub Date : 2021-10-25 DOI:10.1108/aeds-06-2021-0118

Lynn Marie Jamieson, B. Howell, Carlos Siu Lam

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引用次数: 0

Abstract

PurposeThe purpose of this study was to discover, qualitatively, periods of involvement in Las Vegas gambling marketing campaigns and analyze success factors that may be useful to other gambling destinations, particularly in the Asian market.Design/methodology/approachThe study was established to allow a two-pronged approach of semi-structured interviews and site analysis coupled with review of planning and marketing documents in Las Vegas, Nevada 1980–2000 era and ending with the 2019 branding approach.FindingsResults revealed degrees of success and rationales for changes in campaigns over a 40-year period. When analyzing market strategies, it became evident that many factors were involved decisions to visit Las Vegas, such as social, safety and security factors, as well as opportunities for recreation.Research limitations/implicationsGaining access to top level executives proved challenging due to reluctance of subjects wanting to disclose business strategies.Originality/valueThis study was unique in employing qualitative processes to elicit planning and marketing approaches and relative successes or failures from those involved in multi-property management. Further, analysis of documents over a wide time frame provided insight into the pitfalls and strengths associated with various campaigns.

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改变品牌及其对拉斯维加斯的影响:给亚洲博彩目的地的信息

目的本研究的目的是定性地发现参与拉斯维加斯赌博营销活动的时期，并分析可能对其他赌博目的地有用的成功因素，特别是在亚洲市场。设计/方法论/方法该研究旨在采用双管齐下的方法，即半结构化访谈和现场分析，以及1980–2000年内华达州拉斯维加斯的规划和营销文件审查，并以2019年的品牌方法结束。调查结果揭示了40年来竞选活动的成功程度和变化的理由。在分析市场策略时，很明显，许多因素都与访问拉斯维加斯的决定有关，例如社会、安全和安保因素，以及娱乐机会。研究局限性/含义由于受试者不愿透露商业策略，接触高层管理人员被证明是一项挑战。独创性/价值这项研究在采用定性过程来引出多物业管理人员的规划和营销方法以及相对成功或失败方面是独一无二的。此外，对广泛时间范围内的文件进行分析，可以深入了解与各种活动相关的陷阱和优势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Education and Development Studies EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

5.50

自引率

0.00%

发文量

期刊介绍： Asian Education and Development Studies (AEDS) is a new journal showcasing the latest research on education, development and governance issues in Asian contexts. AEDS fosters cross-boundary research with the aim of enhancing our socio-scientific understanding of Asia. AEDS invites original empirical research, review papers and comparative analyses as well as reports and research notes around education, political science, sociology and development studies. Articles with strong comparative perspectives and regional insights will be especially welcome. In-depth examinations of the role of education in the promotion of social, economic, cultural and political development in Asia are also encouraged. AEDS is the official journal of the Hong Kong Educational Research Association. Key topics for submissions: Educational development in Asia, Globalization and regional responses from Asia, Social development and social policy in Asia, Urbanization and social change in Asia, Politics and changing governance in Asia, Critical development issues and policy implications in Asia, Demographic change and changing social structure in Asia. Key subject areas for research submissions: Education, Political Science, Sociology , Development Studies .