Journal article
Marketing strategies for casinos: A case for Australia
Tourism Analysis, Vol.17(2), pp.245-251
2012
Abstract
The increasing popularity of the gambling industry has prompted casinos to develop strategies to maintain a competitive advantage and accomplish business goals. This study examines the Australian casino operations to provide ideas for potential promotional strategies. Seven such strategies areidentified: advertising; improved public relations; sales promotions; personal selling; branding image; loyalty programs; and pricing and packages. The importance of each is discussed with examples drawn from casinos, and promotional strategies are provided with a critical evaluation in a broader context. This study provides a method for casino practitioners to monitor and review theirpromotional strategies to keep stimulating patronage and enhancing overall revenues.
Details
- Title
- Marketing strategies for casinos: A case for Australia
- Authors
- Bon-Ki Koo (Author)Timothy J Lee (Author)Tae-Hong Ahn (Author)
- Publication details
- Tourism Analysis, Vol.17(2), pp.245-251
- Publisher
- Cognizant Communication Corporation
- Date published
- 2012
- DOI
- 10.3727/108354212X13388995268066
- ISSN
- 1083-5423; 1083-5423
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99451416302621
- Output Type
- Journal article
Metrics
279 Record Views
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Hospitality, Leisure, Sport & Tourism
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Source: InCites