Operational Activities Of Fun City Gaming Inc - Research Objectives, Problems, And Literature Review Essay.

Background of the Paper

Discuss about the Operational Activities of the Fun City Gaming Inc.

This paper has been constructed in order to create a clear idea about the operational activities of the Fun City Gaming Inc. The paper will be influential for the construction of the research objective and identifying the research problem. The paper would even provide a review of literature where information that has been given other researchers has been explained.

The paper mainly concentrates on Fun City Inc which presently functions as a multilevel dockside riverboat casino and has a land based pavilion along with a hotel and three restaurants on the Arlen River. The casino has over 1500 slot machines and has over 70 table games. The Fun City Gaming Inc has been the flagship company for the Fun City franchise. This casino has four significant competitors and every one of them have been functioning within a specified radius. The reason for the construction of the paper has been due to the fact that Fun City Gaming Inc has been operating along their competitors and there would be a rise in their competition due to the introduction of a new casino, which would start functioning within a year. This new casino would be very near to Fun City Inc and would give a hard fight to Fun City Gaming Inc. therefore, Fun city gaming Inc are in the idea of redeveloping and restructuring their business with the help of the construction of a new area that would have a larger gaming vessel, pavilion and addition of a new restaurant and parking garage. In order to finance this project the company is need of additional capital and therefore the management have decided to raise their business by attracting new customer and even from the current customers. Therefore, this paper will provide effective help in identifying the research objectives and the problems and constructing a path for the completion of the paper.

The research problem comprises of the proposed research of the paper. With respect to the case study the problem of the research has been recognising the ideas, prospects and strategies that would be implemented by the company so that the company will be able to generate money for the redevelopment of the casino and the other research problem has been to construct effective plans that would be influential to attract new customers and to increase their competitive edge and market share with the help of improved services and strategies with respect to their competitors (Barsky and Maier 2015).    

Research Problems

The research aims and objectives consists of the goals that the researcher needs to accomplish in order to complete the research in an effective manner and assist the organization in understanding the key areas and the strategies in order to raise their income for the redevelopment of their casino and maintain competitive edge in the market. The research objectives have been given below:

• To identify the exact positioning of the new casino
• Whether to name the casino the same as Fun City Gaming Inc or rebrand it.
• What should be the name of the new casino if the casino is rebranded
• Identify the most appropriate process in order to raise the money for redevelopment
• Development of strategies that would be influential for the maintaining the competitive edge

The review of literature has been constructed in order to find out the information and the recommendation put forward by the previous researchers with respect to redevelopment of the casino and the discovering the strategies that would be beneficial for Fun City Gaming Inc.

Brida, Cortes-Jimenez and Pulina (2016) has explained that expertise casino hotels look to be focused in to areas that are of tourist attraction and with an area where the availability of local people is there. The casino hotels are therefore mainly available near seas, banks of the river etc. It has been observed that casinos generally have hotel rooms and restaurants so that the customers can even stay in the hotel and have a pleasure time in the region. Han et al. (2017) has described that a tourist place has various rival casinos as it is seen that these places are filled with tourists and travellers prefer casino as leisure for them. The rivalry among the casinos has been mainly due to in terms of design and the retention and attraction of the new and existing customers.

Zopiatis, Constanti and Theocharous (2014) has described that the introduction of the entertainment areas in the casinos has introduced an extra challenge and therefore is in the requirement of expert advice and consultant. Casinos have been a place of leisure and money for people as leisure and even as a gamble and therefore there are various customers who come to challenge their luck. However, Io (2016) has explained that there are many customers who do not prefer hotels that have casinos and therefore it has been the strategy of the casinos to introduce various new facilities that would attract these customers as well.

Tongchaiprasit and Ariyabuddhiphongs, (2016) has revealed that the determinants with respect to the tolerance of price in the casinos has exhibited that there exists a positive relationship among the price toleration and the satisfaction and the switching costs are even influenced positively to the price tolerance. The outcome of the paper has pointed out that the programs introduced by the casinos like the casino loyalty program for the members have given out increased switching costs and tolerance of prices with respect to the people who are non-members.

Research Objectives

Li, Wong and Kim (2017) has even explained that increasing the number of slot machines attract more customers as they get sufficient space for gambling. Pan (2015) has opined that customers prefer casinos that have various other amenities that would satisfy the desires of the consumers. Ruizalba et al. (2014) has even explained that casinos should even introduce new gambling games that would attract customers. Therefore, it has been observed that most of the casinos are seen hotels where the tourists come for a visit. The development of these facilities would be influential for the development of an improved operational activity that would retain the existing customers as well as attract the new customers as well. Io (2016) has even stated that analysing the operational strategy of the rival casinos would be influential for the developing strategies that improve their competitive advantage.

This section of the paper has been constructed in order to develop the research approach and the method that would be influential for the completion of the study. This section would even discuss the sample size, the research tools, the type of research and the proposed process of analysis so that the paper could be completed in an effective manner.

Research Approach has been one of significant step in undertaking the paper and reaching the desired and the logical end result of the paper. In this respect, Mackey and Gass (2015) has explained that the research approach is helpful to the researcher in recognising every step for undertaking the activities that have been desired for the completion of the research. There are two kinds of research approaches that consist of the deductive approach and the inductive approach. As explained by Taylor, Bogdan and DeVault (2015) inductive approach helps the researcher in constructing a new framework and theories that are influential for revealing the end result of the paper. On the other hand Glesne (2015) are in the idea that deductive approach concentrates on evaluating the tools and the models that are available in relation to the research topic that looks to gather the data.

With respect to the current research paper that looks to identify the ways that would be influential for identifying the ways to improve the financial stability of casinos and improving the competitive edge of Fun City Gaming Inc, deductive approach would be used as this paper would be completed by taking help of the responses given out by the customers who are from the radius of the concerned company.

Literature Review

This paper would be completed by taking help of around 100 gamblers that would be influential for the completion of the paper. The chosen sample size would be helpful for the completion of the paper in an effective manner with respect to the constraint of time (Brinkmann 2014). The responses of the gamblers with the help of the telephonic survey would be influential for the completion of the paper as the responses that would be received would be effective enough for the rectification of the problem and the completion of the paper. The responses will be undertaken with the help of the questionnaire that has been constructed with respect research problem and objectives.

The selection of the sample has been possible by choosing a radius of 100 miles from the location of Fun City. The sample size would be consist of the 50 respondents within the Arlen Valley and the rest of 50 from the area where the completion of the company is existent. The screening of the respondents has been based on a year based use of the casino.

It is known that there are two types of research that are available to the researcher namely the Qualitative and Quantitative process. However, with respect to this paper, it has been observed that as the responses of the gamblers and the tourists would be taken into consideration with the help of telephonic survey, the best kind of research for this paper has been the quantitative one as quantitative process is undertaken with the help of responses from various resources (Ruizalba et al. 2014).

The research tools that would be used for the completion of the paper would include the research design which with respect to this paper would a descriptive research design, the philosophy of the research with regards to this paper would be positivism philosophy as it would be influential for the completion of the paper explicitly. The collection of the responses of the participants would be completed with the help of the close ended questionnaires that comprises of the questions related to the topic and does not hurt the sentiments of the respondents.

According to the current paper and the topic under consideration, the proposed method would include positivism philosophy. The philosophy acts as the guideline that the researcher follows in order to complete the paper in a precise manner. The research approach would be a deductive one as it would be comply with the data that has been collected. The paper would have a descriptive research design so that the data collected can be completed in a precise manner and therefore the completion of the paper would be done with the proposed method so that effective results can be obtained.

Reference List

Barsky, J. and Maier, T., 2015. WIN OR LOSE, IT'S THE CASINO EXPERIENCE THAT GAMBLING HOTEL GUESTS VALUE MOST. International Journal of Business, Marketing, & Decision Science, 8(1).

Brida, J.G., Cortes-Jimenez, I. and Pulina, M., 2016. Has the tourism-led growth hypothesis been validated? A literature review. Current Issues in Tourism, 19(5), pp.394-430.

Brinkmann, S., 2014. Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010). Springer New York.

Glesne, C., 2015. Becoming qualitative researchers: An introduction. Pearson.

Han, H., Choo, S.W., Lee, J. and Hwang, J., 2017. Examining the Influence of Rapport between Players and Dealers on Customer Satisfaction, Revisit Intentions, and Word-of-Mouth in the Casino Industry: The Moderating Role of Gender. Journal of Quality Assurance in Hospitality & Tourism, 18(1), pp.107-123.

Io, M.U., 2016. Exploring the impact of hedonic activities on casino-hotel visitors' positive emotions and satisfaction. Journal of Hospitality and Tourism Management, 26, pp.27-35.

Li, J.J., Wong, I.A. and Kim, W.G., 2017. Does mindfulness reduce emotional exhaustion? A multilevel analysis of emotional labor among casino employees. International Journal of Hospitality Management, 64, pp.21-30.

Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.

Pan, F.C., 2015. Practical application of importance-performance analysis in determining critical job satisfaction factors of a tourist hotel. Tourism Management, 46, pp.84-91.

Ruizalba, J.L., Bermúdez-González, G., Rodríguez-Molina, M.A. and Blanca, M.J., 2014. Internal market orientation: An empirical research in hotel sector. International Journal of Hospitality Management, 38, pp.11-19.

Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Tongchaiprasit, P. and Ariyabuddhiphongs, V., 2016. Creativity and turnover intention among hotel chefs: The mediating effects of job satisfaction and job stress. International Journal of Hospitality Management, 55, pp.33-40.

Zopiatis, A., Constanti, P. and Theocharous, A.L., 2014. Job involvement, commitment, satisfaction and turnover: Evidence from hotel employees in Cyprus. Tourism Management, 41, pp.129-140.