Las Vegas, Usa: Portrait Of A Market Leader

2163 words - 9 pages

1.Introduction:Las Vegas is the most populous city in the US State of Nevada, and an internationally renowned major resort city for gambling, shopping, fine dining, and entertainment. Las Vegas, which bills itself as The Entertainment Capital of the World is famous for the number of casino resorts and associated entertainment. A growing retirement and family city, it is the 28th most populous city in the United States with an estimated population by the U.S. Census Bureau of 603,093 as of 2008. The estimated population of the Las Vegas metropolitan area as of 2007 was 1.836.333.Established in 1905, Las Vegas officially became a city in 1911. With the growth that followed, at the close of the ...view middle of the document...

Las Vegas alone, according to Rothman, has succeeded at perfecting the service economy, becoming a model of sorts for the rest of the country. "The colony became the colonizer," he writes, exporting a model of entertainment tourism for a nation entranced by the spectacles of multi-media consumer culture.Tourism marketing and promotion are handled by the Las Vegas Convention and Visitors Authority, which plays an important role in the destination being reliant on the stable basis of the product of room taxes. Its annual visitor's survey provides detailed information on visitor numbers, spending patterns and resulting. Furthermore, LVCVA put a lot of efforts into press and public relation activities to build strong brand identity, vital to the appeal of Las Vegas.Las Vegas in tourist brochures is described with following statement:"Las Vegas is not like other cities. No city in history has so explicitly valued the needs of visitors above those of its own population. All its growth has been fueled by tourism, but the tourists' haven not spoiled the "real" city; there is no real city. Las Vegas doesn't have fascinating, little-known neighborhoods, and it is not a place where visitors can go off the beaten track to have more authentic experiences. Instead, the whole thing is completely self-referential; the reason Las Vegas boasts the vast majority of the world's largest hotels that around 37 million tourists each year come to see the hotels themselves."Las Vegas markets itself based on excess. Nowhere else people could tour New York, Paris and Venice all in the same day. Nowhere else can an ancient pyramid and a medieval castle stand comfortably side by side. The impressions of Las Vegas in terms of both size and product, is a major reason why it appear to have no direct competition anywhere on the planet. Some people love Las Vegas. Others learn to hate it with equal intensity. But everyone agrees: There is no place else in the world exactly like it.3.Evaluate the findings that will lead to the growth or decline of international visitors to Las Vegas in the future•Finding that lead to the growth of international visitors to Las VegasOne of the main reasons that could lead to growth of international visitors to Las Vegas is its effective segmentation. Las Vegas several market segments: those who main purpose of visiting destination is gambling; conventional delegates; those whose purpose of stay is entertainment; and those who visit Las Vegas to get married. Marketing messages of Las Vegas are created to different segments. In exhibit 11.3 it could be seen that Las Vegas percentage of other segments are growing among business and vacation.What could influence the growth of international visits is value for money, whatever the budgets and tastes of traveler are, Las Vegas offers variety of choices and packages.Growth of the business travel, could lead to the growth of international visitors to Las Vegas. Further, with reinventions through...

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