Suh, EunjuJ. West, Joseph2024-06-052024-06-052010https://thuvienso.hoasen.edu.vn/handle/123456789/15305International Journal of Hospitality Management 29 (2010) 570–575Considering the growing presence of non-gaming amenities in a mature casino market such as the Las Vegas Strip, this study examined the indirect contribution of showroom entertainment to casinooperated restaurant business volumes. Using the internal data of a Las Vegas hotel casino, this research found a statistically significant and positive relationship between daily showroom headcounts and food and beverage revenues. For each additional show attendee, daily food and beverage revenue increased $6.96. This finding suggests that casino executives should consider leveraging show traffic with additional revenue-enhancing venues such as restaurants.enEntertainment,Casino marketing,Casino management,Restaurant management,Operations analysisArticle