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Swot Analysis Of The Vegas Tourism Industry And Marketing

1065 words - 5 pages

(What Happens in Vegas Stays in Vegas)Las Vegas SWOT AnalysisBy Jennifer BourdeauMarketing 370, section 04September 18, 2007STRENGTHSThe largest strength Las Vegas tourism has is its brand recognition of its famous phrase, "What happens in Vegas, stays in Vegas". Other phrases such as "Your Vegas is showing" are in the works. Vegas also has an enormous bank of existing visitors- over 38.9 million a year. These visitors produce a city wide average occupancy of about 90%, the largest in the country. Las Vegas is one of the most well know tourism destinations in the world and its presence in the global tourism industry is only growing. The Las Vegas Convention and Visitors Authority (LVCVA) is ...view middle of the document...

Las Vegas is also an isolated location, meaning nothing else around the city attracts guest to stay there. More of the transient occupancy taxes, or room taxes, are going to Clark County instead of the Las Vegas Convention and Visitors Authority. The rapid growth of Las Vegas and its tourists have created traffic congestion on roads and in the airport. The room tax has recently been reallocated so a lesser amount goes to meet the needs of tourists and a marketing campaign. With the success of its famous phrase "What happens in Vegas stays in Vegas" the LVCVA has increased spending and efforts to thwart imitators of its trademark slogan.OPPORTUNITIESBecause Las Vegas is so isolated there is space to expand. The Mojave Desert brings warm weather during winter months, which attracts guests from colder areas of the country to vacation or hold a conference there. Vegas does more than just attract tourists, over 5,000 people are moving to the Las Vegas valley a month; that's more money coming to the casinos, shops, and restaurants. Some natural attractions in the surrounding area such as Red rock canyon are still underdeveloped. If the LVCVA gave some attention to its surrounding area, they could include another demographic to their market, a more nature oriented (hiking, wildlife, wild horses, donkeys…). The LVCVA can still broaden their efforts to attract foreign consumers, ethnic minorities, and gay and lesbian markets in the United States. If Las Vegas is still expanding at its present rate in years to come, a second strips west and east of Las Vegas Boulevard are possible ideas.THREATSThe Mojave Desert also brings hot weather during summer months, which discourages travelers to visit; the seasonal highs in July are 105 degrees. In years to come, global warming may have devastating effects on weather, extremely hot and dry, sandstorms etc. The world population is becoming...

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