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Marketing Strategies for Casinos: A Case for Australia

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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 are identified: 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 their promotional strategies to keep stimulating patronage and enhancing overall revenues.

Keywords: AUSTRALIA; CASINO MARKETING; GAMING INDUSTRY; PROMOTION STRATEGY

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/108354212X13388995268066

Publication date: March 1, 2012

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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