Temporal orientation and consumer empowerment: Examining a Las Vegas casino loyalty program

This study examines how temporal orientation impacts perception of a loyalty program. It examines how control over loyalty program features impacts the subjective experience of empowerment for customers with three temporal orientations: Present-Hedonistic (PH), Present-Fatalistic (PF), and Future-Oriented (FO). The study analyzes whether future-oriented individuals evaluate the more long-term and abstract levels associated with choice, while present-oriented individuals look for concrete details and the more immediate benefits of their consumption experience. A qualitative technique, the Zaltman Metaphor Elicitation Technique (ZMET), is used in order to capture the conscious and unconscious meanings associated with a casino loyalty program by members of a Las Vegas-based casino. The results indicate that temporal orientation changes the types of benefits sought in a loyalty program as well as the types of relationships formed with a company. Findings also evidence similarities between groups and provide a mental representation of an ideal Las Vegas casino loyalty program

Digging Deeper: Art Museums in Las Vegas?

[Excerpt] Las Vegas has been called the “city of reinvention” (Douglass and Raento 2003). Part of its more recent reinvention efforts has included the opening of five fine-art venues. However, one of the art museums––the Las Vegas Guggenheim––was shut down in its first year due to low attendance; another, the Bellagio Fine Art Gallery, has seen attendance dwindle (Schemeligian 2004). The question addressed here is whether the museums are bringing the intended intangible benefits to the host resort, or whether the sales and attendance figures represent overall disinterest. More broadly one considers the potential “fit” between sin-city and the high-art cultural world. The difficulty in addressing these issues is that tourists might not consciously recognize the value they feel about having a worldclass art museum onsite. Within nonprofit research there has been a call for ‘‘deeper understanding’’ of tourists (Thyne 2001) as reflected within the greater interest in new qualitative methodologies (Riley and Love 2000). The Zaltman metaphor elicitation technique, a patented research method, was chosen to investigate this research issue. Many of the world’s largest companies (such as Procter & Gamble) have utilized this method for insight on brand meaning and competitive positioning

A Qualitative Analysis of Slot Clubs as Drivers of Casino Loyalty

The slot club is a very common type of loyalty program in the casino industry. In this research, the authors look at the deep meanings and emotions of a slot club for tourists and frequent local customers at a Las Vegas mega casino resort using an in-depth interview technique, the Zaltman Metaphor Elicitation Technique (ZMET). Results indicate that the opportunities for casino loyalty programs to establish emotional bonds with the customer lie in the capacity of reflecting human qualities in the slot club service delivery process, such as memory, creativity, and flexibility. The results also indicate that the slot club brings different meanings to different customer groups and that these emotional connections (or lack thereof) are best elucidated via this qualitative research technique that uses images, rather than words, to guide the in-depth interview. The authors discuss the implications of the results for loyalty programs as well as how this research technique might be used in other sectors of the hospitality industry

Projecto Resiliencia: estudio longitudinal de las trayectorias de reinserción familiar y social de niños y adolescentes que viven en situación de riesgo psico social en Rio Grande/RS

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