Tourism Research in Effective Marketing

Paper Summary:

The writer focuses on marketing and research as tools to help casino owners choose geographic venues. The paper describes how an owner must know the draw or appeal of the individual property well enough to optimize profits though marketing to the segment of the traveling (tourism) public. The writer then outlines how this can provide the greatest return for the investment and the effort expended in the process.

From the Paper:

"The point of casino marketing is to bring in customers whose primary desire is to gamble in the casino; these customers produce more revenue in a shorter period of time than other types of customers. Casino operators have traditionally recognized the need to segment the potential gaming market along geographic, socio-economic and psychological lines. (Dandurand and Sciullo, 1977). Typically, however, those responsible for doing so have backgrounds in the general hospitality, management or accounting areas, and need to focus on the differences between marketing to visitors who are or might be interested in casino entertainment and those who would not be so inclined is of vital interest in maximizing the return on the efforts. (Gullo and Verbon, 1982)."

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