Las Vegas as a Leading Tourist Resort in the USA - Essay Example

Benchmarking Task: Las Vegas is a leading tourist resort in the in the U.S.A. It is a chief shopping, vacation and gambling destination that attracts numerous visitors on a yearly basis. Purportedly, virtually everything regarding Las Vegas is apparently excessive and extravagant, with numerous numbers of tourists bringing foreign income to the U.S.A. dispensation for the betterment of its economy. Moreover, Las Vegas is a hub of and centre of attraction for both adults and children. Additionally, the infrastructure of this city bears a proper model to take care of travelling and commuting needs of its visitors. This is because most tourists visit sit for purposes of sightseeing and holidays. T is apparently the greatest American tourist resorts. In this paper, I shall explore into various issues regarding the destination. These include issues as its goals, vision, mission, challenges in marketing and its prospects for the near future. History of Las Vegas Tourism If a person were to contemplate on Las Vegas today, he or she would begin to image the glittery lights are illuminating patterns of the strip and the renowned ghosts of the murkier Mafia affiliations on virtually every corner. However, the contemporary perception of the Las Vegas Tourism city does not explicate on the entire story; actually, Las Vegas has one of the wealthiest histories based on its characteristic developments and the pertinent characters in the entire American history (Swanson, 2002). Meadows and Mexicans Additionally, the place we contemporarily know as Las Vegas came into life in the course of the 19th century, during the generalised American population migration to the Western side. The land purportedly was improper for human settlement, due to the marshy properties of Las Vegas valley. Additionally, it purportedly was within the dry and dessert like Southern Nevada, thus unfit for human habitation. Therefore, the Mexicans named it Ls Vegas, which meant meadows. This was because of its exceptional fauna. However, the ancient settlers reconsidered thereafter, when they realized the probability of this area in growing massively, given that the Colorado River passed through it (Kozak, 2010). This was imminent since Colorado River availed an oasis in the uninhabitable Mojave Desert land. With such a combined promise for availability of water, the settlers started to construct their homesteads within the valley. After a brief war with the Mexicans who originally were the possessors of the territory, Las Vegas became part of the U.S.A. territory in the year 1844. Emergence of Las Vegas With the assured promise for a sustained source of water in the Colorado River, to enhance the inhabitation or settlement in the Las Vegas territory became necessary to channel and direct the naturally aesthetic supply into a sustainable and manageable human resource. The administration inculcated plans to construct a dam in the year 1930, which would purportedly generate both consumable water and electrical power. In the original conception of the dam, the people knew it as the Boulder Dam and was finally renamed to Hoover Dam; named after the acting and organizing President Herbert Hoover. Work started on the Hoover Dam from 1931 onwards. Showgirls and Workers \ Perhaps; more than any given factor, it is the inculcation and construction of the Hoover Dam that immensely contributed to the contemporary Las Vegas that we know about presently. In the several initial years of the construction of Hoover Dam, the populace of Las Vegas augmented to twenty five thousand from five thousand. Moreover, it was notable that most of the inhabitants of Las Vegas were young, men who had emigrated from the Western Territory to aid in the construction of the Dam and explore into newer prospects. Resultantly from this inflow of young, careless men, thoughts among the managers of the Las Vegas town soon turned into a method to entertaining the workers operating there when they were through with their work (Rothman, 2000). A combination of leading and renowned Las Vegas citizens inclusive of the Mormon financiers and Mafia warlords pooled and intensified their initiatives. They later would inculcate attractions that they thought would appeal to the masculine dam workers. Notably, the first licence authorization for a casino came in the year 1931 to the Northern Club. Following the issuance, legislation smoothly followed for the coinciding casinos on the Fremont Street. Additionally, the latter inculcated world-renowned names such as the Las Vegas Club and the popular Apache hotel to the Las Vegas nightlife resort. Parallel to the explosion of new ventures, the Fremont street, led the way for the contemporary developments based on the town’s planning, receiving the initial street lightings in the regions in 1931. Moreover, although the instruction of the Hoover Dam terminated before the WW2, Las Vegas had elicited a reputation for being a place filled with fun; risque structuring that offers a wild nightlife to any person who wished to find it. This reputation exists today (Earley, 2009). Las Vegas Mission The mission of Las Vegas Tourism destination is to inculcate and sustain it as a community with which people are happy. This is for the sake of the city’s businesses, inhabitants and visitors. Moreover, one of its prospective, strategic mission components is to enhance and make it a carefully planned and properly designed society that has achieved an assortment of amenities. These amenities balance and drive parallel with development in virtually all sectors of the city. This comprises of the inhabitant-oriented neighbourhoods, immense quality industrial and monetary areas. Additionally, Las Vegas has destination power centres, local shopping centres, an assortment of restaurants, communal infrastructure and municipal faculties. Besides, it also has the best transportation and commuting systems and structures that all its residents and tourists can comfortably afford to travel swiftly within its territory. In addition, the city of Las Vegas has an immense assortment of housing options, spaces that are open for use among additional cultural, entertaining and educational amenities that make life in the city worth enjoying, as well for the tourists. Las Vegas Vision The city bears a unique vision statement that purports that the Bikeways Master Plan and the citywide tracks plan inculcates or establishes the entire framework for a tourism destination. This is where visiting tourists can find enjoyment in the diverse exercise and entertainment; that massively contributes to healthy lifestyles. Additionally, it is a city where transportation by bicycles, using an incorporated trail networks; turns it into being and sustaining a realistic and reasonable transportation alternative. Goals and Objectives of Las Vegas The city of Las Vegas has recently embraced various and diverse objectives and goals that express the pertinence of bikeways and roads through the inception of other planning credentials. Moreover, common themes that reverberate constantly among these plans are unity, a safe environment or surrounding for pedestrians, diversified transportation, sanctified air and a mass transit. Therefore, the various objectives and goals of the Las Vegas tourist city are divided into four broad categories based on themes the city administration considers initiating. This encompasses safety, education, general outreach of the public and accessibility among others. The first goal is to form a continuous interconnection of roads and bikeways throughout the city. This would serve to offer access to chief public amenities, seeking employment and monetary faculties, schooling institutions and residential areas among others as entertainment and tourist destinations. Moreover, this goal stresses for easy access to transit. This would augment neighbourhoods’ connections (Littlejohn, 2005). Moreover, it would lead in the provision of a connection that is accessible to an assortment of users and aptitudes. In addition, it aims to offering effectual connectivity between the neighbourhoods and across barricades such as washes and highways. Secondly, another goal is to promote safety levels and an augmented utilization of the bikeways and roads interconnection via engineering, encouragement, enforcement and proper schooling. This would result into effectual innovation, development and administration of the infrastructure that meets national, international and global standards. Besides, the next initiative would be to develop educational arrangements that levy for user safety and intelligence. Another prospect would be to develop a public program that would promote and enhance awareness and acknowledgement for the prospects of the infrastructure usage; this would be on the basis on the commuting, air quality, health, image and economic perspectives. In terms of health and welfare of the general community, the next goal stipulates the prospect of creating infrastructural amenities that would stress on the experiences and expansion initiatives; enhancing liability and pride for the destination. Notably, the realization of this goal would be through integration prospects on the infrastructure in daily lives of the people that would elicit social bonding and unity in the greater community (Gree, 2005). In addition, there is a need to augment prospects for recreation via provision for relevant and proper infrastructure that accommodates an assortment of users. Moreover, creation of an inter connection of networks that encourage bicycling and walking as a probable means of commuting would be imminent. Thirdly, the following goal concentrates on the prospect of coordinating the implementation of the assortment of amenities in a strategic way, a way that is also sustainable and sensitive to the surrounding. This would come into realization through incorporation of infrastructure in the town that are definitive in the plan, and in the future of development prospects. Moreover, the establishment of a team to coordinate the implementation of the social infrastructure networks would be imminent (Sharma, 2003). Additionally, the development and implementation that has an instant implication; while expressing the community needs would be pertinent. In addition, the enhancement of a program that is sustainable and environmentally friendly would be imminent. Challenges and Developments in Marketing of Las Vegas Tourism Destination In the recent past and contemporarily, state tourism administrators have been and are still trying to analyse and figure out the most appropriate way to brand Las Vegas tourism destination in a prospect to attract tourist in immense numbers; who would enhance the economy of the U.S.A. to a considerable extent (Zook, 2009). However, the state leaders have immense challenges at their disposal. In various focus groups in various states within the U.S.A., participants evidenced pantry knowhow of the Silver state and their tourism attractions. The analysts collected research material regarding the imminence of a contract to develop the city. Among the experiences that the study team enumerated were the prospects of gambling, visiting Reno among other state attractions and nightlife. In a sampling process that would establish a valid conclusion from the impressions by various members within the study population, one resident of Las Vegas described Vegas as a simple town with the entire territory extent of a desert. Additionally, another respondent labelled Vegas as not being as attractive as most people perceived. This speculation is a potential challenge to the marketing of the tourist destination. Additionally, other, several respondents would describe Las Vegas on the East Nevada to be windy, hot and full of nothingness. Others would explicate is as a hell-like, so-called have. This is despite a proclamation of the various tourist attractions within Las Vegas as extremely and potentially attractive. The examination proved that Route 50 is the loneliest road with less activity, though it links into Nevada tourist destination, Las Vegas. This resulted into the Las Vegas commission’s assistant director levying for the imminence of advertising and marketing of the destination (Lime, 2000). Besides, the Las Vegas gaming industry is in an immense track of losses based on consummate market shares. It has lost most of its plentiful market shares to nations such as Singapore and Macau. Therefore, the hospitality industry of the Las Vegas tourist destination continues to struggle, braving this imminent challenge of immense competition. Resultantly, the station casinos continue to shed consummate debts. Therefore, emergence from bankruptcy in the near future would with a determined and firm effort, in an aim to rein state profitability, which characterises the Las Vegas tourism destination or resort. Marketing strategies The visitors and convention faculty for Las Vegas tourism is inculcating its efficient advertising and marketing strategies to concentrate on attracting the greatest tally of tourist visitors. This would be after the economy recession. The administrative board addresses the imminence and pertinence of the inculcation of a steady customer service, aimed at attracting more clients to Las Vegas tourist destination. Besides, inculcating more infrastructures would serve as a pull factor to the industry’s affluence. With inculcation of social media and new technological enhancements would advantage the resort immensely. In a comprehensive market segmentation study that a board of executives carried out proved that approximately thirty nine percent of inhabit ants are the chief clients of the Las Vegas tourist industry, forty percent comprises of those inhabitants that require convincing and the rest encompasses the people who are totally disinterested in its attractiveness (Sharma, 2002). The board would define a strategy to ensure that it sells its name to the parties that are not fully convinced regarding its operations and pertinence. Moreover, the new technological systems introduce measures that reach all targets within various dispensations via ingenious target marketing. Resulting from its ingenious and quality attractions, Las Vegas remains to be a fit tourist destination to visit in the near future since; it encompasses entertainment and relaxation prospects that provide most tourists with a haven to rest. Therefore, for the resort to elicit profitability, it should enhance its strategies and plans, to orient it to the global market (Murphy, 2007). This segmentation would ensue that most people all over the globe are conversant with its ingenious resorts and attractions. This is a prospect that would bring more profitability for Las Vegas tourist destination in the future. Moreover, advertising the resort on a large scale would do it better. References Swanson, J. (2002). Tourism Policy and Planning: Yesterday, Today and Tomorrow. Oxford, OX: Butterworth-Heinemann. Lime, D. (2000). Trends in Outdoor Recreation, Leisure, and Tourism. Oxon: CABI. Sharma, K. (2003). Tourism And Hospitality. New Delhi, ND: Sarup & Sons. Sharma, K., K. (2002). New Dimensions In Tourism & H. Industry (3 Vol,). New Delhi, ND: Sarup & Sons. Murphy, P. (2007).The Business of Resort Management, Volume 3, Burlington. MA: Elsevier. Kozak, M. (2010). Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge. New York: NY: Taylor & Francis. Rothman, H. (2000). Devils bargains: tourism in the twentieth-century American West. Kansas, KS: University Press of Kansas. Littlejohn, D. (2005). The Real Las Vegas: Life Beyond the Strip. New York, NY: Oxford University Press. Zook, L. (2009). Las Vegas, 1905-1965. Chicago, IL: Arcadia Publishing. Earley, P. (2009). Super Casino: Inside the New Las Vegas. New York, NY: Random House Publishing Group. Green, M. (2005). Las Vegas: A Centennial History. Nevada: University of Nevada Press. Read More