Tourism Marketing

Program Focus

  1. To support industry partners through research in better understanding of consumer decision making process and behaviors that pertain to tourism products, services, and destinations.
  2. To provide insight on integration of marketing research knowledge in the development of strategic plans for tourism destinations.
  3. To provide research services in order to aid in sustainable destination marketing and management.

Research Areas

  • Consumer travel behavior and decision making
  • Tourist information search and travel planning
  • Visitors’ profile and economic impacts
  • Destination and tourism products development and branding
  • Destination visioning and marketing
  • Effectiveness of tourism promotional programs
  • Destination visioning and strategic planning
  • Tourism impacts and development
  • Tourism and corporate social responsibility
  • Service quality and customer satisfaction

Program Coordinator: Lori Pennington-Gray, Ph.D.

Research Projects

  • Benefits of Travel and Leisure (2008)
  • Profile and Economic Impacts of Visitors to Norfolk, Virginia (2006)
  • Destination Audit: Alachua County, Florida (20042002)
  • Visitor Study: Marion County, Florida (2005)
  • Destination Visioning Process: Marion County, Florida (2005)
  • Strategic Plan for Vladimir, Russia (2005)
  • Visitor Study: Columbia County, Florida (2005)
  • Visitor Study: Pasco County, Florida (2004)
  • Visitors Study: Timucuan Preserve-Duval County, Florida (2004)
  • Economic Impact of Gaming Day Cruise Industry in Florida (2003)
  • Advertising Conversion Study: Alachua County, Florida (2002)
  • Developing a Strategic Market Plan for a New Tourism Venture: Gainesville, Florida (2002)
  • Profile and Economic Impacts of Visitors to Indian River County, Florida (2000)
  • Visitors to Welcome Centers: Alachua County, Florida (2000)
  • Visitor Study: Alachua County, Florida (2000)

Related Sampling of Publications (click here)

Related Graduate Student Research (click here)

Related Reports (click here)

Related Links