Tourism and Travel Commons^™

Brand Loyalty To Disney Theme Parks In Mainland China, Megan E. Pepi

Honors Thesis

Since 2005, Disney has attempted but failed to establish brand loyalty among Chinese consumers in the theme park market. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that opened on June 16, 2016. Facing its past failures, the challenges of appealing to unique Chinese cultural preferences, and having to cooperate with a restrictive government system, will Disney be able to implement its authentic brand identity and establish brand loyalty among Chinese consumers through its new theme park? To answer this question, a qualitative analysis of the entertainment offered at Shanghai Disney …

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

A Proposed Framework For Measuring The Effectiveness Of Social Media: A Study Of Irish Tourism, Colm Barcoe

Practitioner Journals

Over the past five years, visitations of American holidaymakers to Ireland have grown exponentially owing to the online strategies of Tourism Ireland, a Destination Marketer (DMO) with a meagre budget which is extended by their understanding of best practices to maximise their monetary allowance. This suggested framework incorporates a range of Key Performance Indicators (KPIs) such as financial, marketing and operational that offer a scale of measurement from which the Irish DMO can monitor the success of each promotional campaign when targeting the US and Canada. These are presented not as final solutions but rather as suggestions based on empirical …

Do Hotel Guests Act According To Their Intentions As It Relates To Sustainability In A Hotel Setting?, Heather A. Price

Honors Theses and Capstones

As humans continue to use our planet’s resources at a rapid pace, we must act quickly to implement solutions and strategies that will create a positive impact on our environment. The hotel industry represents a huge opportunity for increasing sustainability practices, as these establishments tend to consume tremendous amounts of natural resources through energy and water usage; thus creating quite a bit of waste. For this customer-centric industry, change starts with consumer expectations and intentions to act. The purpose of this study was to assess hotel guests’ values and intentions for sustainable hotels, and compare how this aligns with their …

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …