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

Cracking the Cultural Code of Gambling

International expansion by Las Vegas casino operators has so far been uneven, notably in Macao. Information on different cultures’ understandings of gambling, which is scant, could be instrumental in supporting international expansion. Instead of using the common-macro level cultural comparison survey-based method, this research uses early childhood memory elicitation to focus on how individuals in three countries were initially exposed to gambling in their own families as children. This method is used to uncover the cultural code of gambling in the United States, the People’s Republic of China, and France. The analysis indicates that each culture has its own code for gambling, a code that reveals that culture’s gambling myth. These codes should help marketers understand the underlying motivations for gambling in each culture and should assist casino operators to market more effectively.LaTour9_Cracking_the_Cultural_Code_of_Gambling.pdf: 1040 downloads, before Aug. 1, 2020