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- All Subjects: Culture
- All Subjects: Marketing
- Creators: School of International Letters and Cultures
Description
The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino de Santiago and the Xunta de Galicia, I discovered a market gap and created a communications strategy aimed towards closing the gap and smoothing demand fluctuation. Target market research indicated consumer interest and supported the marketing strategy. The study was conducted through historical, statistical, ethnographic, and psychographic research and analysis. The major findings of this study were that the American consumer is not as religiously motivated to travel as their European counterparts. However, they find many other aspects of the pilgrimage experience very appealing. Their lack of interest in the religious aspect of travel experiences segments them into a group that can potentially help flatten demand fluctuation amid Holy Years along el Camino de Santiago. The modernization of the pilgrimage contributes to its movement away from pious tourism towards secular tourism and offers an opportunity for an untapped market to support pilgrimage tourism economies.
ContributorsPowers, Molly Kathleen (Author) / Eaton, John (Thesis director) / Eaton, Kate (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.
ContributorsHanson, Rebecca Jane (Co-author) / Burgess, Julia (Co-author) / Montoya, Detra (Thesis director) / Riker, Elise (Committee member) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The purpose of advertising is nearly always to persuade the viewer. Ads persuade us to buy products, to stop using products, to visit places, to vote for candidates, and more. When it comes to food marketing, advertisements often use appeals that have nothing to do with the taste or nutritional value of the food its selling. They may use scantily clad models, famous celebrities, striking images, and funny quotes. However, the same advertisement does not appeal across all demographics. Culture and society play a role in the way we perceive the ads presented to us. Amongst millennials (the generation born between 1985-2000), changes in social norms and ideologies have particularly influenced the content this generation prefers to see, even across different ethnic groups. The digital age has changed the world that millennials have reached adulthood in, and social media and globalization have made us more connected than ever. By studying the kinds of food advertisements that entice millennials and turn them away, we can find trends that are popular across all cultures in this age division as well as the appeals that may alienate certain groups.
ContributorsLujan-Flores, Adriana Elena (Author) / Wiessner, Pauline (Thesis director) / Eaton, John (Committee member) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Music and emotions have been studied frequently in the past as well as music and memory. However, these three items don’t have as much research grouped together. Further, this research does not also encompass culture. In my research, the aim was to examine the relationship between music, memory, emotion, and culture of gender. The hypothesis was that women had more emotions linked to music than men. We gave 416 students an animal fluency task, a letter fluency task, six cultural fluency tasks, and a cultural identity survey. We used a t-test and created a graph to analyze my data. After administering my tasks, we found that women had recalled more adjectives linked to music than men. However, there was not a statistically significant difference between the number of adjectives with emotional valence between men and women, indicating that there was no relationship between gender and emotion in regards to music. The limitations on this study included the descriptions on how to complete the task, the cultural norms of the participants, and the disparity between the number of female and male participants. In a future study, it is necessary to be more specific in what is desired from the participants and to pay close attention to shifting gender norms. Further, we would also like to see how the results from future research can impact music therapy for memory-related mood disorders.
ContributorsLevin, Allison (Author) / Brewer, Gene (Thesis director) / Cohen, Adam (Committee member) / Sanford School of Social and Family Dynamics (Contributor) / Department of Psychology (Contributor) / College of Integrative Sciences and Arts (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
With the discovery of “Big Data” and the positive impacts properly using data can have on any and every business, it is no wonder that there has been an explosion of companies choosing to implement many possible uses of data. Consumers and any people who may not fully understand the process of collecting, analyzing, and visualizing data may be more easily swayed towards believing something that might not necessarily be true or represented accurately. Often it may feel like every hot topic issue has groups on both sides of the issues using seemingly objective data to prove why their side is correct. Seeing two contradictory sides with seemingly factual data can leave many people confused and unsure what the correct course of action is. With this in mind, I realized that there was a chance the businesses could be creating similar misrepresentations of data to sway customers that the company’s product or service is absolutely a necessity in their lives. After all, the world of marketing and understanding consumer preference is a wildly changing and constant moving target that companies have to navigate. Using data surrounding their products and services to create a desire in consumers to buy and use their offerings seems like a surefire way to successfully target market segments.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
ContributorsQueen, Adrianna Louise (Author) / Prince, Linda (Thesis director) / Olsen, Christopher (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.
ContributorsTrevino, Alexandra (Author) / Riker, Elise (Thesis director) / Schlacter, John (Committee member) / WPC Graduate Programs (Contributor) / School of International Letters and Cultures (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This guide is intended to give the reader a breakdown of the expectations and customs of the professional French environment. Whether one has French suppliers, partners, coworkers, or employees, it is important to understand the culture that guides their expectations and actions. This guide requires no previous knowledge of French language or culture and is meant to be an introduction to the topic.
ContributorsNicholls, Olivia G (Author) / Bahtchevanova, Mariana (Thesis director) / Winter, Marie (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Over the last century, the Latino population in the United States has increased dramatically. Like most ethnic groups, Latinos highly value their culture and bring aspects of it with them when they come to the United States. One such aspect of Latino culture is the use of traditional medicine. As the Latino population in the United States continues to grow, it is important that physicians and future physicians understand how the use of and belief in traditional medicine within different Latino populations can affect the healthcare experience for both provider and patient. Many physicians lack this knowledge and therefore are unsure how to proceed when confronted with these situations; in order to remedy this issue, this project seeks to propose and demonstrate a potential course that would be intended to inform pre-medical and pre-health students about traditional medicine in different Latin American countries so that they will be better prepared.
In this 3-credit course, students will gain awareness and understand the importance of Latino traditional medical practices from the perspective of future medical professionals. Students will learn about concepts such as folk illnesses and traditional religious practices within different Latino populations and will discover how these cultural beliefs can affect a patient’s attitude and cooperation in the medical office.
Through study of the traditional medicines of Puerto Rico, Mexico, and Cuba, students will be exposed to new concepts that will allow them to gain a broader understanding of their future patients, which will allow them to provide the best possible care as a physician. Students will reflect on the importance of having respect for a patient’s cultural beliefs in the medical profession, regardless of their knowledge of Spanish, so that they will be best equipped to handle these situations within the United States and abroad.
In this 3-credit course, students will gain awareness and understand the importance of Latino traditional medical practices from the perspective of future medical professionals. Students will learn about concepts such as folk illnesses and traditional religious practices within different Latino populations and will discover how these cultural beliefs can affect a patient’s attitude and cooperation in the medical office.
Through study of the traditional medicines of Puerto Rico, Mexico, and Cuba, students will be exposed to new concepts that will allow them to gain a broader understanding of their future patients, which will allow them to provide the best possible care as a physician. Students will reflect on the importance of having respect for a patient’s cultural beliefs in the medical profession, regardless of their knowledge of Spanish, so that they will be best equipped to handle these situations within the United States and abroad.
ContributorsIncha, Carmen (Author) / Estévez, Dulce (Thesis director) / Oberstein, Bruce (Committee member) / School of Molecular Sciences (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The bulk of this thesis is the translation itself—of Episodes 8-10—with timed subtitles. However, I also wanted to provide commentary on a few issues of interest that I came across during the translation. Conveying meaning from one language to the other does not simply involve translating the denotations of each word, but also the social context, humor, tone, and other aspects surrounding the situation. Whether words are used individually to interject, or come together to form unique idioms or phrases, the challenge presented to the translator is the choices: what words do I select to best convey not only the dictionary sense, but also the contextual meaning? This is especially difficult in wordplay-type situations. If there’s no perfect option, can I find a cultural analog that differs from the original denotation, but preserves the intention of the words? Otherwise, do I find the original important enough that it is worth educating the reader in order to preserve it—or, do I see no other translation option but to educate as a last resort? These are all choices that I had to make, and in this thesis I will be discussing the most interesting situations that came up, and my choices in dealing with them.
ContributorsLiong, Katerina Vakana (Author) / Tueller, Michael A. (Thesis director) / Printezis, Antonios (Committee member) / School of Life Sciences (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This Barrett thesis is a praxis-oriented research project designed to address issues that women face in hip hop and to give voice to female artists in the Arizona hip hop community specifically. In creating this project, I sought to encourage women in my community to create a conversation about their roles in the hip hop scene, to listen to and unite with other female artists in the valley, and to help create the networks and spaces that center the diverse narratives female hip hop artists express which the industry at large currently fails to represent. This paper examines similar research done in the field of hip hop sexism and hip hop feminism across the world, with an emphasis on US hip hop culture, to identify what many hip hop scholars and feminists point to as the sources of sexism in hip hop and the systems that maintain it, focusing on (1) the rap industry’s favoring of sexist lyrics and disfavoring of womxn’s points of view throughout the commercialization of hip hop culture and music, (2) the media’s discrimination against female hip hop artists in their coverage, and (3) the unequal distribution of space and resources allocated to women of color in hip hop resulting from black men’s need for those spaces and resources in order to reassert their masculinity in the face of their exclusion from the widley accepted white hegemonic masculinity they have been barred from. Combining the methods of successful activists in the US with findings from a series of interviews with women from the Arizona hip hop scene, I make recommendations on actions to take in the Arizona scene in order to combat the sexism found in hip hop while maintaining a pro-hip-hop stance throughout.
ContributorsPierson, Mallory Ann (Author) / Ward, Mako Fitts (Thesis director) / Shabazz, Rashad (Committee member) / School of International Letters and Cultures (Contributor) / School of Social Transformation (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05