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Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup
Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup
Senior Theses
Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show …
The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu
The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu
Marketing Faculty Scholarship
Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. …