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Full-Text Articles in Social and Behavioral Sciences
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron
Recreation, Parks, and Tourism Administration
Customers focus on different values when looking for a travel experience. Experiential marketing is able to connect customers with companies and experiences that match their values, including ecotourism and nature-based experiences. The Walt Disney Company is an international brand of entertainment features and is able to provide guests with customized experiences. The purpose of this study was to examine experiential marketing techniques in relation to the Walt Disney Company’s ecotourism and nature focused experiences. The researcher used a best practices matrix on the Walt Disney Company, Disney’s Animal Kingdom, and Disney’s Aulani Resort and Spa. This study found that the …
University Fundraising Through Special Events: An Application Of The Theory Of Planned Behavior, Megan Elizabeth Hobbs
University Fundraising Through Special Events: An Application Of The Theory Of Planned Behavior, Megan Elizabeth Hobbs
Master's Theses
The purpose of this study was to apply the Revised Theory of Planned Behavior and EVENTQUAL models to explore (1) event qualities that significantly impact guests’ satisfaction with a university event that they attend, (2) significant factors influencing university loyalty as a result of an event, and (3) willingness to make a charitable donation to a university as a result of attending an event. An online survey was sent to attendees of an annual Cal Poly auction event between 2002 and 2016 that directly benefits Cal Poly students. The data were used to test a series of hypotheses to determine …