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 this salient attributes. Based in this multiattribute model, we have five methods that could be used to change the inappropriate attitudes people have toward Las Vegas. The first is: Attempting to change the per!.
ceived evaluation of an attribute, for example LVCVA could promote the showgirls as a comic or entertainment show that not necessarily is vulgar or offensive to some people, more like a play or a theatrical show. The second strategy involves introducing a new attribute, rather to change the evaluation of an existing attribute. LVCVA is already making this happen adding numerous theme-oriented casino hotels with nongambling activities like roller-coaster rides and skyscrapers. The third way they could use to change attitudes is to change the belief that Las Vegas has a particular attribute.
