Native American casino marketing on the web |
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| Authors: | Jeong‐Ja Choi Cathy H C Hsu |
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| Institution: | 1. Instructor, Dalgu , 702–072 , South Korea E-mail: jjnochoi@yahoo.com;2. Associate Professor, Department of Hotel, Restaurant, Institution Management and Dietetics , Kansas State University , E-mail: cathyhsu@humec.ksu.edu |
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| Abstract: | The Internet and its component, the World Wide Web (WWW or Web), as well as the casino industry grew tremendously in the United States in the past decade. While there are various estimates about the future size of the Internet and the casino market, all agree that the two will continue to grow substantially. However, very few studies have discussed Internet use within the casino industry. This study reviewed 58 Class III Native American casino web sites. Content areas analyzed included introduction to the casino organization, local destination attractions, food and beverage services, accommodations, entertainment and recreation facilities, maps and directions to casinos, links to related commercial and regulatory agency web sites, and user friendliness. Web site features were evaluated based on marketing mix and principles. |
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| Keywords: | Native American casinos web sites Internet marketing web‐based marketing |
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