I finished half of this dissertation. please read and finish another half. my major is hospitality business management with conference and events
project title: the development of casino in the uk. a comparative study
aim: to explore the development of casino resorts in the uk.
objectives: 1 to compare the website promotion of uk casino (6 casino)
2 . to identify key issues + challenge of uk casino development
menthod: 1 content analyisi of website
2 telephone or e-mail interviews managers of the 6 resorts.
Word limitation for each part: methd of investigation（800） findings and analysis（1200） conclusions（1000）
I already finished half of them. Please follow what I said and keep doing the last half for me.
The development of casino in the U.K. A comparative study
1 Executive summary
Casino is defined as betting, gaming andlotteries, and seem to be an integral partof daily life.And Casino developments are notsimply new constructions in defined localities,but raise a host of strategic, regional and localconsiderations. A casino is a facility which houses and accommodates certain types of gambling activities. Casinos are most commonly built near or combined with hotels, restaurants, retail shopping, cruise ships or other tourist attractions. There is much debate over whether or not the social and economic consequences of casino gambling outweigh the initial revenue that may be generated. Casinos can provide people with a safe and regulated environment in which to gamble. The casino industry can have a real impact on the local economy, as well as it would create jobs for local people and benefit other local businesses. In the UK, 186 casino licenses that have been issued, more than 150 are being used. The casino industry is growing in the UK. Since the Gaming Act 1968, the casinos in the UK were grown slowly at the first 35 years. Therefore, until very recently the size, style and nature of those casinos are almost the same during all that time. In 1989 ,116 casinos have been opened . Almost ten years later, in 1998, the number of casino operating was 115. In 2002 the number of casinos had grown to 130, but a year later there were 135. In 2005, the UK have already legalized online gambling, let the gray industry into the mainstream of the economy in Europe, and let the casino industry under regulation and tax. The purpose of this project is to explore the issues and challenges of casino development in the UK and to choose 6 top UK casinos to compare their promotions on the website.
2 Context and Objectives
These project is aim to explore the development of casino resorts in the U.K. And there are two objectives including to compare the (website) promotion of casino and to identify key issues and challenge of UK casino resort development.
Firstly, this section will tend to explore the whole UK casino development process and to identify the key issues and challenge through the developing. The 2005 Gambling Act was intended to modernise gambling in the United Kingdom by
replacing the anachronistic 1968 Gaming Act with legislation better suited to the twenty first century. The 1968 Act had placed tight restrictions on the number of casinos that could open and these were limited to specified towns and regions. Gambling machines and jackpots were also strictly limited. The development of the modern casino industry in the UK hastaken place under the umbrella of the 1968 Gaming Act. This Act isunique in international gaming terms in that its objectives are aimedsolely at the social control of gambling. When the gambling Act 2005 go into effect on September 2007, the number of casino operations are more than 140. This number has remained fairly stable with openings and closures more or less in balance . Although, current casinos in the UK were established under previous legislation. In addition there are a number of casino premises which, although licensed, are not currently operating as casinos. Altogether there could be up to 186 casinos licensed under the 1968 Gaming Act, each located within one of 53 ‘permitted areas’ specified in the legislation. The Gambling Act 2005 allowed for one regional casino and an additional 16 casinos (eight ‘large’ and eight ‘small’). Government decided not to go ahead with the regional casino, and the individual licensing authorities selected to be permitted to issue 2005 Act casino premises licenses are at various stages of development with their application processes. (about casino, 2014)
Furthermore, this section is going to compare the promotion of UK top six casinos which are Genting casino, Grosvenor casino, Aspers casino, Napoleons casino, GALA casino and Empire casino. From this six casinos to understand the significance of the promotions for a casino and how the promotions to impact the each casinos. Casinos provide entertainment, comradeliness among the players and the chance to win. While the casino can’t earn any money unless guests play the games. Promotions make potential guests aware of the casino and give regular players a reason to return. Schneider & Roberts (2004) argued that casino promotion is a device to encourage people to cash their paycheck at the casino. Casino promotions involve drawings, double- or triple- points days , shows, athletic events , slot and video poker tournaments and almost anything else imaginable related to gambling or a specific destination. Promotions are important to the gamblers bottom line . They often make the difference in determining whether to gamble at a casino or not to gamble.
3 Instrumental Literature Review
3.1 UK casino development
This part of project describes the complete development process of UK casino. Previous gaming legislation has been said to be patchwork.The New Act: ‘wipes out the previous statutoryregime from the 1960s and 1970s’. The outdated legislation has been said to look some-what like a dinosaur given the changes in society and technology.16 Similarly the manner inwhich gambling is seen has changed – today it is viewed as a form of leisure activity and form of entertainment. Change was needed and radical changes at that. There was a needto keep pace with changes in society.
Importantly, Lesley, M(2006) argued that there has been atransformation in the way in which gambling isperceived in UK society—in part because of theintroduction of the National Lottery undergovernment license in 1993, and this socialreconstruction of gambling is now being reflectedin new legislative,licensing and regulatoryRegimes.
Julian (2004) states that casino industry is governed primarily by one piece of legislation — the Gaming Act 1968. Aside from some minor (although important) changes the framework of the Act has remained intact since 1968. It governs the licensing of casinos, their operators and employees together with almost every aspect of their business and operation. And according to Helen (2002), By the mid 1960s the industry had spiralled out of control with 1,000 casinos operating in the UK and significant criminal involvement. As a result, the Gaming Act of 1968 was introduced to bring gaming under the strict controls that prevail today. Current legislation stems from the philosophy that gambling should be tolerated rather than encouraged and thus opportunities to participate are subject to stringent restrictions and regulations as to where, when, how and what gambling may occur. Demographics have changed since 1968 but casino provision is not able to reflect the changes. As a result, growth in the sector has been stemmed and licences are regarded as a premium. In July 2001, the Budd Report was published by the Gambling Review Body containing a series of proposed changes to the regulatory framework for the gaming industry as a whole in the UK.
In 2007, new legislation is established which is Gambling Act 2005.Gambling commission(2013) shows that There were over 140 land-based casinos in operation, when the Gambling Act 2005 came into force on 1 September 2007. This number has remained fairly stable with openings and closures more or less in balance . All, but one, current casinos in Great Britain were established under previous legislation. In addition there are a number of casino premises which, although licensed, are not currently operating as casinos (premises licences are issued by local licensing authorities). Altogether there could be up to 186 casinos licensed under the 1968 Gaming Act, each located within one of 53 ‘permitted areas’ specified in the legislation. House of commons culture, media and sport committee(2012) states that the Gambling Act 2005 allowed for one regional casino and an additional 16 casinos (eight ‘large’ and eight ‘small’). Government decided not to go ahead with the regional casino, and the individual licensing authorities selected to be permitted to issue 2005 Act casino premises licences are at various stages of development with their application processes. The first large casino opened in the London Borough of Newham in December 2011 and others are now in development.
Currently, the UK casino is one of the top ten regional casino markets.
Top 10 Regional Casino Markets
Revenue (2009) US$M
Revenue (2010) US$M
Revenue (2011) US$M
|2||Las Vegas, United States||122||10,247||9,950||10,300|
|5||Atlantic City, United States||12||3,943||3,550||3,330|
(Global casino gaming industry, 2013)
3.2 Promotions of UK casino
Promotion is one of the market mix elements or features, and a term used frequently in marketing. This part of projet is to analysis the UK casino promotions. Wakefield and Barnes (1996) find that loyalcustomers receive greater satisfaction from the service provided than the actual promotion. Thismay be significant for casinos if they believe their customers are loyal or management isconcerned that the customer base is not loyal and will move to the casinos with the best or mostpromotions. And Burton(2014) said that Many casinos run promotions to attract players. These may include special drawings, tournaments or double point days. Taking advantage of these promotions will is a smart way to get a little something extra. Many promotions are listed right here in The Gaming Guide.
Crowder(2006) notes the strictly sots is a monthly magazine taht devotes a section to describing special casino promotions across the country. These promotions involve drawings, double or triple points days ,shows, athletic events, slot and videos and almost anything else imaginable related to gambling. Players will receive the special promotions from the casinos by emails or phones frequently.
Casinos often give free items to customers to attract new guests to the property or to rewardtheir loyal guests. These free items are classified as promotional allowances or
Complimentaries. Rosehill(2014) identified that Casino management and marketing personnel believe that these expenses arenecessary to maintain customers and to also increase the property’s net income.Promotional allowances, or complimentaries, are casino management’s answer to loyaltyprograms that many industries, such as airlines and grocery stores, have been doing for so long.Promotional allowances have changed over time from casino logoed merchandise andinexpensive meals to the likes of high-end hotel rooms, concerts, expensive meals, free gamingplay, and shopping sprees. More and more casinos are also extending complimentaries to notonly their casino players, but also their loyal hotel and food and beverage customers.
Todd, A(2012) point out that there’s nothing better than getting something for free. Most casinos make the bulk of their money on the casino floor, not on the hotel rooms. So they are often happy to give away hotel rooms – especially during the week – to their loyal gamblers. Giving someone who wasn’t going to come to your casino a free room makes more money than letting that room go empty, because odds are that person is going to go do a little bit of gambling and will probably eat a meal or two in a restaurant at the casino as well. A free room is a great incentive for a gambler.
3.3 Key issues and challenges of UK casino development
When a new industry rise sharply, there must have a number of issues and challenges.
Snowdon states that Gambling policy in the UK has long been rooted in the belief that betting should be neither prohibited nor encouraged. Until 1960, gambling on casino games was illegal and the industry therefore lay in the hands of criminals. Following the legalisation of casino gambling in 1960, over a thousand casinos proliferated, many of which were disreputable and/or had ties to organized crime. And when a draft Gambling Bill appeared in 2003, deregulation remained the name of the game, but a number of concessions were made to faith groups and the incumbent gambling industry. In particular, it proposed a 3:1 machine-to-table ratio for small casinos which was significantly lower than the 8:1 limit suggested in the Budd Report (DCMS, 2003: 58). Since casinos rely on gaming machines for much of their business, this restriction reduced the economic viability of many new casinos at a stroke. Furthermore, because the government did not wish to see ‘the proliferation of small casinos on every street corner’, the minimum size of new ‘small’ casinos was set at 5,000 square feet – considerably larger than the previously mooted 2,000 square feet (ODPM/DCMS, 2003). Furthermore, Snowdon also argued that in the months leading up to the 2005 General Election, sections of the media, faith groups and parts of the incumbent gambling industry led a campaign against the Gambling Bill which focused on so-called ‘Las Vegas style super-casinos’ and their supposed threat to British society. Faced with this backlash, the government hastily rewrote parts of the draft legislation pertaining to casino regulation. Limits were placed on the number of new casinos that could be opened and the number of resort casinos was reduced, ultimately to zero.
Nowadays, casino industry still have some of new challenges, such as legal actions. Carter(2013) argued that the UK is facing potential legal action from Gibraltar-licensed online gambling businesses over its proposal to introduce a point-of-consumption (POC) tax for online gambling on December 2014. UK parliamentarians also slammed “unclear” government proposals for the Gambling Commission to begin regulating UK online gambling from 2014, and cast further doubts over claims that consumer protection and not the desire to collect taxes was at the center of the government’s drive to overhaul the regulatory system for online gambling by requiring all UK-facing operators to be licensed by the Gambling Commission from December 2014. Moreover, Admin(2013) states that Bingo halls are unable to recover VAT on infrastructure, meaning investment in such venues is more expensive. “We need to attract new customers – and so we need to invest in facilities,” Wykes said. “But the real challenge is the level of VAT that we have to pay. It makes investment impossible.” Wykes said that investors considering a move into the leisure sector would find it “easier to get return elsewhere in the leisure industry because of the VAT issue”. He also predicted that between 120 and 150 of the 500 bingo halls in the UK face immediate closure unless the tax burden on the industry is lifted. “Those will go and we will end up with a much smaller industry,” Wykes said. “People will just stop going and start doing something else.”
The research methodology defines what the activity of research ishow to proceed, how to measure progress, and what constitutes success. Itprovides us an advancement of wealth of human knowledge, tools of the tradeto carry out research, tools to look at things in life objectively; develops acritical and scientific attitude, disciplined thinking to observe objectively, skills of research particularly inthe ‘age of information’. Also it defines the way in which the data are collectedin a research project (Howell,2013).The data analyzed for this project are a subset of the data collected by theauthors for a larger research project titled, ‘The development of casino in the U.K. A comparative study’. The primary impetus for the broader study was tomeasure the promotions of the top six UK casinos and what challenges they have had faced. There will use mainly three types of research method to research this dissertation: the type of software to be used, casino website content analysis and email interview to the top six casino manager.
Lesley, M. http://web.a.ebscohost.com.lcproxy.shu.ac.uk
Wakefield, K.L. & Barnes, J.H. (1996). Retailing hedonic consumption: A model of salespromotion of a leisure service. Journal of Retailing, 72 (4), 409-427.
Rosehill, k (2014)http://yourbusiness.azcentral.com
Howell, K. E. (2013) Introduction to the Philosophy of Methodology. London: Sage Publications.