The article “Changing brands and impacts on Las Vegas: messages for Asian gambling destinations” jointed by Lynn Marie Jamieson, Brandon Douglas Howell and Carlos Siu Lam has been published in Asian Education and Development Studies, Vol.11 Issue 4(Scopus).

    The purpose of the study was to discover, qualitatively, periods of involvement in Las Vegas gambling marketing campaigns and analyze success factors that may be useful to other gambling destinations, particularly in the Asian market.

    Results revealed degrees of success and rationales for changes in campaigns over a 40-year period. When analyzing market strategies, it became evident that many factors were involved decisions to visit Las Vegas, such as social, safety and security factors, as well as opportunities for recreation.

    The article can be read here:

    © 2022 Macao Polytechnic University. All Rights Reserved. Designed By Information Technology Department