Purpose

The 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/approach

The 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.

Findings

Results 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/implications

Gaining access to top level executives proved challenging due to reluctance of subjects wanting to disclose business strategies.

Originality/value

This 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.

中文翻译：

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改变品牌和对拉斯维加斯的影响：亚洲赌博目的地的信息

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/方法

该研究的建立是为了允许采用半结构化访谈和现场分析的双管齐下的方法，再加上对内华达州拉斯维加斯 1980-2000 时代的规划和营销文件的审查，并以 2019 年的品牌推广方法结束。

发现

结果揭示了 40 年期间活动变化的成功程度和基本原理。在分析市场策略时，很明显，许多因素都涉及访问拉斯维加斯的决定，例如社会、安全和保障因素，以及娱乐机会。

研究限制/影响

由于不愿披露业务战略的主题，获得与高层管理人员的接触被证明具有挑战性。

原创性/价值

这项研究在采用定性过程来引出规划和营销方法以及参与多物业管理的人的相对成功或失败方面是独一无二的。此外，在广泛的时间范围内对文件的分析提供了对与各种活动相关的缺陷和优势的洞察。