Abstract
Casinos have heavily invested in providing live entertainment to generate visitation. However, literature on how patrons’ music preferences affect their perception of complimentary tickets to live shows, a common practice by casinos, is scant. A series of discrete choice surveys to multiple pools were utilized in this study and showed that listeners’ genre preferences significantly influence perceptions of ticketing offers. The results also point to a potential misalignment of fit between the genre preferences of patrons and live shows hosted by casinos, which may account for the poor ROI from casino showrooms. Additionally, the findings showed that live performances from select genres might make it more challenging for casinos to yield satisfactory returns since listeners of these genres place less value on complimentary tickets. Thus, it is recommended that casinos take a multi-pronged strategy approach to diversify their loyalty offerings.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 611-623 |
| Number of pages | 13 |
| Journal | Journal of Marketing Analytics |
| Volume | 12 |
| Issue number | 3 |
| DOIs | |
| State | Published - Sep 2024 |
All Science Journal Classification (ASJC) codes
- Economics, Econometrics and Finance (miscellaneous)
- Strategy and Management
- Statistics, Probability and Uncertainty
- Marketing