How patrons value casino promotional offers: A conjoint study

被引：4

作者：

Legg, Mark ^{[1
]}

Hancer, Murat ^{[2
]}

机构：

[1] Boston Univ, Sch Hospitality Adm, 928 Commonwealth Ave, Boston, MA 02215 USA

[2] Univ Cent Florida, Rosen Coll Hospitality Management, Orlando, FL 32816 USA

来源：

TOURISM ECONOMICS | 2020年 / 26卷 / 04期

关键词：

casino promotional offers; conjoint analysis; food and beverage comps; free slot play; hierarchical Bayes fixed-effects logit model; hotel comps; LOYALTY; SATISFACTION; GENERATION; REWARDS; PROGRAM;

D O I：

10.1177/1354816619858892

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Casinos rely extensively on free slot play (FSP) offers for incentivizing patron visitation. However, there has been a lack of understanding its influence on driving patron visitation and patrons' valuation of FSP compared to other casino promotional offers. This study conducted a conjoint analysis on patrons' valuations of FSP compared to other promotional offerings at a casino resort. Moreover, this study investigated the roles inter-casino competition and visitation frequency have on patrons' perceived valuation of FSP through a hierarchical Bayes model. The results show that competition plays a significant negative role on patrons' valuation of FSP, while competition held insignificant influence on patrons' valuation of food and beverage (F&B) comp offers. Additionally, patrons who visited the casino more frequently valued FSP greater, while less active patrons valued F&B comp offers more. Using the study's results, casinos can increase their margins through increased efficiencies with their promotional offering mix.

引用

下载

页码：640 / 657

页数：18

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