Estimating the short-term effect of free-play offers in a Las Vegas hotel casino

Journal of Travel and Tourism Marketing

Volumn 18, Issue 2, 2005, Pages 53-68

  Lucas, Anthony F ^a   Dunn, William T ^b   Singh, A K ^a  

^a UNIVERSITY OF NEVADA   (United States)

^b Barona Valley Ranch Resort and Casino   (United States)

Author keywords

Casino management; Casino marketing; Customer loyalty; Database marketing; Direct mail offers; Slot marketing

Indexed keywords

EID: 42449091698     PISSN: 10548408     EISSN: None     Source Type: Journal    
DOI: 10.1300/J073v18n02_05     Document Type: Article

References (48)

1. Berns, D., 1999. Slot not all folks. Las Vegas Review Journal, September 20:B4
2. Berry, L. L., 1995. Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4):236–245.
3. Binkley, C., 2001. Reversal of fortune. Wall Street Journal, September 7:A1A8
4. Blattberg, R. C., Briesch, R., and Fox, E. J., 1995. How promotions work. Marketing Science, 14(3):G122–G132. part 2 of 2
5. Bowen, J. T., 1994. Casinos practice relationship marketing. The Bottomline, 9(3):6–10.
6. Browne, S., 2001. ‘WOW!’ marketing. Casino Executive, March:27
7. Dandurand, L., 1982. Incorporating casino game preference market segment data into marketing plans. Journal of Travel Research, 20(4):15–19.
8. Dowling, G. R., and Uncles, Mark. 1997. Do customer loyalty programs really work?. Sloan Management Review, 38(4):71–82.
9. Ehrenberg, A. S. C., 1988. Repeat-buying:facts, theory and applications, 2nd ed., New York:Oxford University Press.
10. Grochowski, J., 2003. Let’s check out the basics of casino comps [On-line]. Available:http://info.detnews.com/casino/columns/details.cfm?column=grochowski&myrec=189
11. Gu, Z., 2002. Diversify into European markets to enhance revenue:A strategy proposed for the Las Vegas strip and Atlantic City. Gaming Research & Review Journal, 6(2):43–52.
12. Gu, Z., 2003. Casino marketing and promotion:Raising the efficiency. Casino Enterprise Management, 1(11):46–47.
13. Heun, C. T., 2000. Harrah’s bets on IT to understand its customers. Information Week, 816 December 11:RB10–RB12.
14. Illinois Gaming Board. 2002. Available:http://www.igb.state.il.us/annualreport/2002igb.pdfAnnual report(Sources of revenue, p. 12) [On-line]
15. Iowa Racing & Gaming Commission. 2003. Available:http://www.state.ia.us/irgc/FYTD03.pdfRiverboat revenue report [On-line].
16. Kalwani, M. U., and Yim, C. K., 1992. Consumer price and promotional expectations:An experimental study. Journal of Marketing Research, 29(1):90–100.
17. Kalwani, M. U., Yim, C. K., Rinne, H. J., and Sugita, Y., 1990. A price expectations model of customer brand choice. Journal of Marketing Research, 27(3):251–262.
18. Kearney, T. J., 1990. Frequent flyer programs:A failure in competitive strategy, with lessons for management. Journal of Consumer Marketing, 7(1):31–40.
19. Kilby, J., and Fox, J., 1998. Casino operations management, New York:Wiley.
20. Klebanow, A., 2002. Developing the casino marketing plan. The Gaming Research & Review Journal, 6(2):63–71.
21. Lattin, J. M., and Bucklin, R. E., 1989. Reference effects of price and promotion on brand choice behavior. Journal of Marketing Research, 36(3):299–310.
22. Lucas, A. F., 2005. Estimating the impact of match-play promotional offers on the blackjack business volume of a Las Vegas hotel casino. Journal of Travel & Tourism Marketing, 17(4):23–34.
23. Lucas, A. F., and Bowen, J. T., 2002. Measuring the effectiveness of casino promotions. International Journal of Hospitality Management, 21(2):189–202.
24. Lucas, A. F., and Brewer, K. P., 2001. Managing the slot operations of a hotel casino in the Las Vegas locals’ market. Journal of Hospitality and Tourism Research, 25(3):289–301.
25. Lucas, A. F., and Dunn, W. T., Estimating the effects of micro-location variables and game characteristics on slot machine volume:A performance-po-tential model. Journal of Hospitality and Tourism Research, (in press)
26. Lucas, A. F., Dunn, W. T., Roehl, W. S., and Wolcott, G. M., 2004. Evaluating slot machine performance:A performance-potential model. International Journal of Hospitality Management, 23(2):103–121.
27. Lucas, A. F., Kilby, J., and Santos, J., 2002. Assessing the profitability of premium players. Cornell Hotel and Restaurant Administration Quarterly, 43(4):65–78.
28. Lucas, A. F., and Roehl, W. S., 2002. Influences on video poker machine performance:Measuring the effect of floor location. Journal of Travel & Tourism Marketing, 12(4):75–92.
29. Lucas, A. F., and Santos, J., 2003. Measuring the effect of casino-operated restaurant volume on slot machine business volume:An exploratory study. Journal of Hospitality & Tourism Research, 27(1):101–117.
30. Many Casino Offer Specials Through Direct Mail. 2001. [On-line]. Available:http://www.BettingMagazine.com/managearticle.asp?c=590&a=237
31. Mayer, K. J., and Lapidus, R. S., 1998. Database marketing:A potent tool for hospitality marketers. FIU Hospitality Review, 16(1):45–57.
32. McKee, J., 1996. To mail or not to mail. Casino Journal, 9(11):42–45.
33. McKim, R., 1999. Betting on loyalty marketing. Target Marketing, 22(3):42–43.
34. Mississippi Gaming Commission. 2002. Win percentage report (Jan-Dec) [On-line]. Available:http://www.mgc.state.ms.us
35. Mitchell, S., 2003. The new age of direct marketing. Journal of Database Marketing, 10(3):219–229.
36. Nevada Gaming Control Board. 2003. State revenue analysis (June), Carson City, NV:Author.
37. New Jersey Casino Control Commission. 2002. December casino revenues report [On-line]. Available:http://www.state.nj.us/casinos/december02.htm
38. OAG business traveler lifestyle survey. 1993. Bedfordshire, England:Official Airline Guides.
39. Ong, B. S., Ho, F. N., and Tripp, C., 1997. Consumer perceptions of bonus packs:An Exploratory analysis. The Journal of Consumer Marketing, 14(2):102–112.
40. Pfaffenberg, C. J., and Costello, C., 2001. Items of importance to patrons of Indian and riverboat casinos. The Gaming Research & Review Journal, 6(1):33–41.
41. Plume, J., 2001. Slots are king 22–26. Casino Executive Reports, June
42. Plume, J., 2002. Struggling to survive. Casino Journal, 15(5):24–28.
43. Richard, M. D., and Adrian, C. M., 1996. Determinants of casino repeat purchase intentions. Journal of Hospitality & Leisure Marketing, 4(3):25–39.
44. Roehl, W. S., 1996. Competition, casino spending, and use of casino amenities. Journal of Travel Research, 34(3):57–62.
45. Rothschild, M. L., and Gaidis, W. C., 1981. Behavioral learning theory:It’s relevance to marketing and promotions. Journal of Marketing, 45(2):70–78.
46. Shoemaker, S., and Zemke, D., 2003. The “locals” market:An emerging gaming segment An unpublished monograph
47. Turco, D. M., and Riley, R. W., 1996. Choice factors and alternatives for riverboat gamblers. Journal of Travel Research, 34(3):24–29.
48. Wakefield, K. L., and Barnes, J. H., 1996. Retailing hedonic consumption:A model of sales promotion of a leisure service. Journal of Retailing, 72(4):409–427.