Lynn Marie Jamieson, Brandon Douglas Howell and Carlos Siu Lam
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…
Abstract
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.
Details
Keywords
This paper aims to situate restaurant experiences and in particular the wines available on wine lists, within the wider context of wine tourism. This is done by examining the wine…
Abstract
Purpose
This paper aims to situate restaurant experiences and in particular the wines available on wine lists, within the wider context of wine tourism. This is done by examining the wine lists of restaurants in two New Zealand destinations, focusing in particular on the showcasing of “local wines” and the factors behind these offerings, and outlines the potential implications for hospitality managers and a wider academic audience.
Design/methodology/approach
The population of restaurants in each destination was identified using online directories, from which a sample of wine lists, comprising 84 in Christchurch and 43 in Queenstown, was systematically analysed to identify number of wines, regional origin, price and other information. Following this, key informant interviews in restaurants in each destination explored decision-making factors in stocking local wines, including consumer base, existing networks and reputation and additional challenges and opportunities.
Findings
Restaurants in each destination offered more New Zealand than foreign wines on their lists, though significant regional differences are apparent. Queenstown restaurants offered slightly fewer imported wines and significantly more local (Central Otago) wines than Christchurch restaurants. The global awareness of Central Otago pinot noir is a factor in this wine list representation, but there are also other influences, including the greater concentration of overseas visitors (pre-pandemic) and more significant visibility and greater opportunities for wine tourism experiences within the destination.
Originality/value
This paper represents an important addition to academic research on wine marketing in the on-premise sector of emerging wine regions. This paper also highlights the potential significance of restaurant meals – including wine choices – in overall wine destination experiences and demonstrates differences in approach between restaurants in wine regions of similar size but with different reputations, international visitation and wine tourism infrastructure.