Eunju Suh

The Impact of Paid Versus Complimentary Showroom Entertainment on Gaming Volumes

This study analyzed the effect of showroom entertainment on gaming volumes by examining the paid and complimentary showroom attendees separately in two casino markets: Las Vegas, NV and Atlantic City, NJ. Using the daily data from one casino in each market, this study found that both complimentary and paid showroom headcounts had little effect on the gaming volumes of slots and table games. Given the findings, casino operators would be wise to review their showroom operating strategies and be careful in selecting complimentary awards for casino customers. The findings support current trends to utilize nongaming attractions as revenue generators rather than as marketing tools to attract casino players.

Estimating the Impact of Free-Play Coupon Value on Players’ Slot Gaming Volumes

This study reports the results of a field experiment that assessed the relationship between free-play coupon value and a player’s slot gaming volume. Selected players in the customer database of a Las Vegas hotel casino received either a

How restaurant variety indirectly impacts gaming for different casino worth segments

50 or a

Maximizing player value through the application of cross-gaming predictive models

100 free-play incentive. Results indicated little effect of coupon value on a player’s slot volume. Indeed, the analysis found that complimentary rooms had a greater effect on coin-in, and complimentary food and beverage had the greatest effect of all. These findings imply that offering a relatively high incentive may not necessarily be more effective than providing a comparable lower incentive value in increasing a player’s slot gaming volume. Instead, casino managers should consider the overall profit picture from a given incentive and assess whether particular players are more responsive to complimentary amenities, such as room, food and beverage.

The effects of festival attendees’ experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival

Purpose – Casinos offer a variety of dining experiences to appeal to the tastes of different customers. The aim of this paper is to investigate the indirect impact of dining by restaurant type on gaming by worth segment.Design/methodology/approach – Data from two hotel‐casinos were analyzed using time series regression analysis. Variables representing restaurant covers at steakhouse, buffet and casual dining venues were used to predict slot coin‐in for five customer worth segments.Findings – Steakhouse dining was a significant predictor of slot coin‐in for high worth players, buffet and casual dining were related to low‐worth gaming volume, whereas medium‐worth players were impacted by a range of dining options.Research limitations/implications – Regression analysis does not imply causality, and the results may not hold for other casino properties or sample time periods.Practical implications – The findings have implications for the optimal restaurant mix at casinos and the types of offers that are given ...

Examining millennials’ online gambling behavior: a comparison of generational differences

Purpose – This paper aims to, considering the potential to generate additional revenue from cross-gamers, identify variables predicting predominant slot-players’ propensity to play table games, as well as predominant table-game players’ propensity to play slots (cross-game play). Casino marketers often promote cross-game play through game lessons and coupons for game trial. Design/methodology/approach – Logistic regression analysis was performed on the player data provided by a destination hotel casino on the Las Vegas Strip. Furthermore, the authors described how to estimate propensity scores, the probability of cross-game play, at the individual level, using a logistic regression equation. Findings – Comparisons of cross-gamers versus non cross-gamers indicated that the amount of play and gaming values of cross-gamers were much higher than those of slot-only players. The results of a logistic regression analysis show that a player’s cross-gaming propensity can be predicted using gaming-related behaviora...

Investigating the U.S. Job Market for Hospitality Educators Before, During, and After a Period of Economic Downturn: An Overview of 2006–2010

Purpose The purpose of this study was first to examine how goal-oriented attendees and experiential-oriented attendees were related with their overall satisfaction and loyalty of the destination with respect to international food and wine festival. It also investigated how these relations are mediated by different dimension of experiential consumption values such as consumer return on investment (CROI, active value), escapism (active value) and service excellence (reactive value) and aesthetics (reactive value). Design/methodology/approach Self-administered questionnaires were distributed to and collected from attendees at the 2011 Food Network South Beach Wine and Food Festival in Miami, Florida. A total of 450 subjects were collected from attendees indicating a response rate of about 88 per cent. Total 13 hypotheses were tested using structural equation model (SEM) with AMOS, and the results were interpreted adapting Mathwick’s (2001) typology of experiential value. Findings The findings indicate that goal-oriented attendees had stronger relationship with reactive experiential values such as service excellence and aesthetics than active values, whereas experiential-oriented attendees had more significant relations with active experiential values such as CROI and escapism than reactive values. In addition, CROI, escapism and service excellence were found to have a positive influence on the overall satisfaction with the festival; in turn, the attendees’ satisfaction had a positive effect on their intention to revisit the destination. Further, the results demonstrated that all experiential values, including CROI and escapism (active values), and service excellence and aesthetics (reactive values), played a mediating role between goal-oriented/experientially oriented attendee and satisfaction with the festival. Practical implications The festival organizers and managers should understand what drives the attendees’ participation in the festival. Implementing experiential marketing through various dimensions of experiential value can attract more potential attendees, provide unique experiences and create favorable perception toward the destination. Originality/value The research is original in terms of conceptualizing and empirically testing the relation between experiential consumption values and behavior loyalty within the special events and festivals with a specific focus on international food and wine festival. A finding of particular importance here is verifying the unique characteristics of goal-/experiential-oriented attendees in festival settings and determining the linkages between these different attendees and active/reactive experiential values, not to mention the relation with the overall satisfaction and loyalty to the festival destination.

Estimating the impact of showroom entertainment on the gaming volumes of Las Vegas hotel–casinos

This study aims to examine Millennials and generational differences in online gambling activity by comparing online gambling behavior across four different generations: Silent Generation, Baby Boomers, Gen Xers and Millennials.,The sample comprised tracked gambling data at the individual player level provided by an online casino accepting real money wagers in a major US gambling market. Attributes of gambling behavior were examined and compared across different generations using Kruskal–Wallis test and pairwise comparisons.,Generational differences were observed in 13 of the 16 behavioral variables. Millennials spent the least amount of time on gambling and exhibited the lowest scores on the number of days for slot gambling, trip length and trip frequency among all generations. However, their average table gaming volume per play day was greater than those of other generations.,The results of this study provide a better understanding of the generational differences in online gambling behavior. They also help casino operators and gaming machine manufacturers develop casino games and products that can appeal to different generational groups in the online gambling market.,Despite the on-going industry discussion about Millennials and their potential influence on the online gambling market, there appears to be a paucity of empirical research on the online gambling behavior of the Millennial generation. This study fills that gap in empirical evidence, addressing generational differences in online gambling.

Important competency requirements for managers in the hospitality industry.

This study analyzes hospitality faculty position announcements that were published in the Council on Hotel, Restaurant, and Institutional Education Communiqué during the period of spring 2006 to spring 2010. It also considers the impact of the economic downturn on the job market for hospitality educators in the United States during this period and further examines available data beyond the downturn. In comparison with past trends, the results indicate that the period of economic downturn and its aftermath possibly had a major identifiable impact on the quantity of hospitality faculty position announcements. Regardless, the findings show a pattern of growing demands on faculty selection criteria. An increasing number of jobs announced during this period required a terminal degree (Ph.D.), teaching experience in two or more subject areas, and relevant industry experience. The emphasis on research experience emerged as a relatively new criterion when compared with the findings of past similar studies.