How music listening preferences play a role in casino showroom offers

Mark Legg () and Apostolos Ampountolas ()
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Mark Legg: Penn State Berks
Apostolos Ampountolas: Cesar Ritz Colleges

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 10, 623 pages

Abstract: Abstract Casinos have heavily invested in providing live entertainment to generate visitation. However, literature on how patrons’ music preferences affect their perception of complimentary tickets to live shows, a common practice by casinos, is scant. A series of discrete choice surveys to multiple pools were utilized in this study and showed that listeners’ genre preferences significantly influence perceptions of ticketing offers. The results also point to a potential misalignment of fit between the genre preferences of patrons and live shows hosted by casinos, which may account for the poor ROI from casino showrooms. Additionally, the findings showed that live performances from select genres might make it more challenging for casinos to yield satisfactory returns since listeners of these genres place less value on complimentary tickets. Thus, it is recommended that casinos take a multi-pronged strategy approach to diversify their loyalty offerings.

Keywords: MUSIC; Ticketing offers; Genre preferences; Free play; Showrooms; Casinos (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-023-00213-x

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