Trasnforming Las Vegas
I think the attitude North Americans have about Las Vegas, or the affective feeling this place have in people, is a place where anyone can gamble and drink and have a good time doing this sort of thing. This attitude toward Las Vegas is largely influenced by the information people gather in movies and books and magazines that historically identificates Las Vegas not consistent with the idea of a family vacation.
The LVCVA is looking to change the attitude people have toward Las Vegas and make it a Family Vacation destination. The Multiattribute Model can be applied to help change the beliefs, attitudes and behaviors people have toward Las Vegas. First, we must consider the salient attributes or the knowledge about the attributes people currently have about Las Vegas. For example common attributes people have are: legal gambling, big and fancy casinos, big and fancy hotels, famous showgirls, its always open, ?Sin City? (anything is permitted) etc. Also we have to evaluate the strength of a person?s belief that Las Vegas has each one of this particular attributes in question. And the third part of the multiattribute model is the evaluation of the goodness or badness of each of
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