COMPETITIVENESS OF TOURISM DESTINATION.
Aliyev Mammad, Mehtizada Teymur
Viva Las Vegas! The City of Sin! The oasis in the desert, which became one of the world’s fastest growing cities, is also known as a play land and an escape from the real world. Oasis in the Mojave Desert, Nevada, has through the years build up a reputation as the Sin City! People flocked to Las Vegas, in the early days, when rules practically didn’t exist. Las Vegas Blvd - The Strip, the famous boulevard where all the big hotels and casinos are situated, was known as a place where there were few rules: “In the initial years of the Las Vegas Strip, "no" was a big word - no cover, no minimum, no state speed limit, no sales tax, no waiting period for marriages, no state income tax and no regulation of gambling as it is known today.” This has changed through the years, but Sin City still has its reputation for being the city where many impossible things become possible. In the competitive environment that cities are facing today it is vital to be different and create positive associations about the city, both externally and internally. Differentiation is a key element in branding a city and creating a positive relationship with stakeholders is just as essential. It is important to be attentive towards the stakeholders and look at their needs without compromising the history and past of the city when initiating a branding strategy. Las Vegas became a city that can offer many pleasures of the human mind. The city of Las Vegas was once nothing more than a small oasis in the desert. It developed into a city to lighten the long deserted travel from Salt Lake City to Los Angeles: it was a place where travelers could take a break and recover on their long journey. A railroad was build through the rich valley and this was the beginning of the Las Vegas City as it is known today. Along with the railroad came houses, saloons and stores and on the 15 of May, 1905, the oasis in the Las Vegas Valley was officially founded as a city and named: Las Vegas. Las Vegas was a fast growing city with the taste for development and change. When the railroad was closed the city found a new way to survive in the desert and in the 1920ties the building of the boulder damn brought new prosperity to the area. This also brought the gambling to the city. World War Two had a positive effect on the city of Las Vegas: the contraction of a highway made the journey from Los Angeles less challenging and became “a lifeline to the outside world”. The Cold War was also part of the development of Las Vegas and with it came a nuclear test site. Hence the official emblem of Las Vegas was then the mushroom cloud known to follow a nuclear explosion. Mobsters and corruption followed the wars and the gambling industry blossomed. Gambling was not always legal in Las Vegas, and when an antigambling law was passed in 1910 it only lasted for three weeks before the illegal gambling continued. The underground gambling was not looked down upon, but was accepted. Then in 1931, gambling was legalized in the state of Nevada and could yet again flourish and develop into a profitable business. The mobsters ruled the city from the 1940ties to the 1970ties. They build many of the famous hotels and casinos; the Flamingo and Caesar palace just to mention some. This building boom of hotels and casinos later formed the famous Las Vegas Strip. The 1950ties and 1960ties was the golden age for Las Vegas but it was also going to be the last decades where the mobsters were the leaders. The businessman and billionaire, Howard Huges, was the man to end the mobster regime in Las Vegas. He bought out the mobster and turned the hotels and casinos into: “giant gaming corporations”. This was the beginning of a new area for Las Vegas where there became more to the city than gambling and sin: Rothman and Davis states, in the book, “The Grit Beneath the...