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DESTINATION
USA:
MARKETING
THE
UNITED
STATES
AS
AN
INTERNATIONAL
TRAVEL
DESTINATION
by
Ashley
Owen
A
Thesis
Presented
to
the
FACULTY
OF
THE
USC
GRADUATE
SCHOOL
UNIVERSITY
OF
SOUTHERN
CALIFORNIA
In
Partial
Fulfillment
of
the
Requirements
for
the
Degree
MASTER
OF
ARTS
(STRATEGIC
PUBLIC
RELATIONS)
May
2012
Copyright
2012
Ashley
Owen
Object Description
| Title | Destination USA: marketing the United States as an international travel destination |
| Author | Owen, Ashley E. |
| Author email | ashleyow@usc.edu;aocane@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-03-29 |
| Date submitted | 2012-05-09 |
| Date approved | 2012-05-09 |
| Restricted until | 2012-05-09 |
| Date published | 2012-05-09 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Tenderich, Burghardt Cull, Nicholas |
| Abstract | This paper examines the challenges of marketing a world nation. More specifically, it delves into the current efforts taking place to market the United States abroad as an international travel destination. It provides an overview of the present state of the U.S. travel and tourism industry and the reasons for such a campaign. Additionally, an examination of the history of the United States brand is included in an effort to convey the complexity of the communication challenge. The key element is an analysis of the “Discover America” campaign in terms of its strategic approach. Results reveal that based on the increase in international travel, a campaign to keep the United States competitive with other nations is necessary and relevant. They also reveal that there are potential flaws in Brand USA’s strategy. The three main areas where improvements can be made are in the scope of the campaign, communication with internal audiences and development of a long-term strategy. The principal conclusion is that an international campaign promoting travel to the United States has the potential for success, but not without a succinct, targeted and fully developed strategy. |
| Keyword | PR; travel; marketing; communication; Brand USA; tourism; nation branding |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Owen, Ashley E. |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-OwenAshley-827.pdf |
Description
| Title | Page 1 |
| Full text | DESTINATION USA: MARKETING THE UNITED STATES AS AN INTERNATIONAL TRAVEL DESTINATION by Ashley Owen A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Ashley Owen |
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