Date

6-2013

Degree Name

BS in Recreation, Parks, and Tourism Administration

Department

Recreation, Parks, and Tourism Administration Department

Advisor(s)

Kirk Sturm

Abstract

Luxury markets have begun to expand from material items into places, experiences, and lifestyles. As the popularity of the luxury travel increases, resorts may benefit from incorporating some type of luxury aspect into a guest’s stay. The purpose of this study was to assess the current need for personalized, jewelry-based, luxury customer loyalty programs focused on wealthy visitors to resort casinos in Las Vegas, Nevada. The researcher created an over the phone interview script and interviewed representatives from 15 top luxury resort casinos in Las Vegas, NV. Existence of customer loyalty programs and ‘high-roller’ customer loyalty programs were found to be high, but the interest level of these resorts in adding a personalized jewelry-based customer loyalty program were low. Further research should be conducted to test how financially beneficial personalized jewelry is to customer loyalty program in luxury resorts.

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