The indirect gaming contributions of cash and comped casino dining: Does providing complimentary meals pay off at the slots?

被引：12
作者：
Suh, Eunju [1 ]
Tanford, Sarah [2 ]
Singh, Ashok [2 ]
机构：
[1] Florida Int Univ, Chaplin Sch Hospitality &Tourism Management, N Miami, FL 33181 USA
[2] Univ Nevada, William F Harrah Coll Hotel Adm, Las Vegas, NV 89154 USA
来源：
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2012年 / 31卷 / 04期
关键词：
Restaurant management; Casino marketing; Casino management; Loss-leader promotion; Operations analysis; PRICE PROMOTIONS; IMPACT;
D O I：
10.1016/j.ijhm.2012.03.013
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study examined the relationship between gaming volume and restaurant revenue for paid and comped diners: i.e., diners for whom the meal was provided free, using data from two hotel casinos in different markets. The results of time series regression analysis revealed a significant and positive relationship between restaurant revenue and gaming volume in both markets. However, the gaming contribution of comped diners in terms of estimated incremental gaming revenue was much higher than that of cash diners in both markets. These findings confirm the ability of casino restaurants to attract gaming patrons and suggest that providing complimentary meals may be an effective tool to stimulate visits and generate gaming revenue. (C) 2012 Elsevier Ltd. All rights reserved.
引用
收藏
页码：1303 / 1310
页数：8
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