ASU Electronic Theses and Dissertations
This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.
In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.
Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.
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The research project was undertaken in collaboration with the National Recreation and Park Association (NRPA), New Orleans Ernest N. Morial Convention Center, and several heritage institutions in New Orleans. The study adopts both qualitative and quantitative research designs to explore the destination brand strategy. The qualitative data were acquired through interviews with relevant stakeholders to analyze the use of destination branding strategies and understand existing and potential synergies with heritage institutions. The quantitative portion measures MICE attendees’ perceptions of the co-created value of enhancing MICE destinations with cultural heritage appeal. NRPA Conference attendees’ responses provide a practical understanding for stakeholders.
This research provides both practical and theoretical insights for the tourism industry for destination communities, and has salient conceptual and theoretical implications for the academy. The study confirms that MICE tourism, collaborating with cultural heritage assets, can enrich MICE travelers’ travel experiences. The destination brand strategy was identified with supportive cultural heritage resources and an appropriate destination brand framework of MICE tourism was proposed. As confirmed by MICE attendees’ evaluations from the case study, it extends the literature on destination brand, destination brand awareness, destination brand experience, destination brand personality, and destination brand equity.
The empirical exploration of MICE destination branding has been handicapped in existing literature by a lack of conceptual marketing perspectives. This work will lend credence to the important aspect of business destination marketing and stresses building synergy and adding value to MICE tourism experiences. As destination marketing programs become competitive, especially in the context of equitable distribution of monetary benefits across different stakeholders, creating synergies become crucial in the destination. A co-created brand strategy can help make destinations more competitive.
Findings suggest participant engagement in a volunteer tourism program is related to the themes of connection, communication, and hope. The primary reason participant engagement in this program is due to the Mpingo (tree), the symbolic bridge between community members and volunteer tourist teachers. This culturally relevant symbol has linkages to the study of signs (or symbols) called semiotics. Through volunteers traveling to this area to teach, this culturally relevant symbol helps to connect, aids in the communication between, and gives hope to, participants. Significant contributions of this study to literature include: volunteer tourist and community member engagement plays an important role in the planning, and the sustaining, of volunteer tourism community development programs today; program youth perspectives about program impacts may result in prospective youth leadership and future adult civic engagement; program skill matched volunteers are likely to be repeat volunteers which leads to group cohesion and program sustainability; and the major theme of hope appears to be a significant motive for program participation in a community development project. In terms of deep meaning ascribed to culturally relevant symbols, this unique finding contributes to engagement research by understanding there are multiple dimensions involved in a diverse group of participants engaged in a specific community program.