MA Tourism Management Theses

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    Diver Motivations in Selecting a Diving Destination
    (2024) DiNardo, Jennifer; White, Brian
    This study aims to explore the impact of diver and dive destination attributes on the selection of a dive destination. Broadly, the available literature discusses topics that impact destination selection such as dive type, dive shop offerings, non-dive related amenities, sustainability, diver profile, diver motivation and personal challenge. Most of the literature focuses on factors related to the dive activity itself when discussing diver motivation for selecting a location which was echoed in the findings of this study. In reaching these findings, collection and analysis of the data for the 61 participants was done utilizing a Google survey and a quantitative methodology. The five key findings of the study suggest that a diver’s primary focus for selecting a dive destination was viewing marine life followed by operator safety, warm water, good visibility and the opportunity for rest and relaxation respectively. In addition to the studied group, a gap was identified involving occasional divers or those interested in becoming divers. This demographic has not been researched as extensively as experienced divers and should be considered by each dive destination marketing organization when exploring a target market for diving promotion. In addition to strategically marketing to established divers based on the study results, expanding their focus to this overlooked group would contribute to the growth of the industry by increasing the number of divers, improving the level of service and ultimately the satisfaction of each diver’s experience. Keywords: Scuba diving, destination, motivation, influence, vacation, expectations
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    Camping on Traditional Lands: What is the Value of Developing Campgrounds on Indigenous Land?
    (2024) Kirkman, Jeffrey , Bruce; White, Brian
    The demand for camping in British Columbia has been growing rapidly for over a decade, but with private campgrounds slowly on the decline for various reasons, such as the encroachment of urban development or park redevelopment due to owners cashing in on high real estate prices, the demand for new campgrounds has been steadily on the rise. This research investigates what value expanding the Indigenous camping industry brings to Indigenous communities and how non-Indigenous entities can offer meaningful assistance. Using a grounded theory approach, this qualitative study uses ten semi-structured interviews with members of the Indigenous tourism industry and the British Columbia camping industry. This research revealed a positive outlook for expanding and developing an Indigenous camping industry by showing the added value communities have received, such as Indigenous youth education, culture protection, and Indigenous knowledge sharing.
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    El Camino de Santiago: a catalyst for transformative tourism in the secular space
    (2023-07-20) Ozero, Jordon; Guelke, Karoline
    This thesis explores the phenomenon of secular transformative tourism on the Camino de Santiago, identifying catalysts that facilitate the experience. As primary motivations for walking the Camino have shifted from religious and spiritual towards secular, this research corroborates that many modern pilgrims seek transformation rather than transcendence. Four main themes of catalysts were observed: communitas, liminality, physical elements, and Spanish elements. The catalysts identified allow individuals to address explicit issues in their lives and tap into unrealized potential for transformation. As the world emerges from the COVID-19 pandemic, individuals need to re-establish their physical, mental, and emotional health. For tourism organizations looking to enhance transformative experiences, the elements of motivation, catalyst, and transformation within this study may be incorporated into activities and events. Based on a sample of 15 Canadian participants, this study identified 25 catalysts that link motivations to walk the Camino with the transformations experienced by participants. Overall, this study offers a way forward for the emerging field of transformative tourism by providing insights into the importance catalysts have in facilitating transformative experiences for individuals seeking transformation and for tourism organizations wishing to create an environment that is conducive to transformation for their guests.
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    A faculty perspective on future directions for tourism management curricula
    (2022-11-24) Piva, Alyssa; Wilson-Mah, Rebecca
    This research explores the perspectives of faculty members teaching in undergraduate tourism programs across British Columbia (BC), Canada regarding curricula revitalization in consideration of macro changes that have occurred in the tourism industry worldwide including the COVID-19 pandemic, the ongoing climate change crisis, and the urgent need for indigenization. With a focus on programs that offer bachelor’s degrees in tourism management, this qualitative study investigates the perspectives of nine faculty members representing Capilano University, Royal Roads University, Thompson Rivers University, and Vancouver Island University. Data was collected by conducting semi-structured interviews. A reflexive thematic analysis indicated one overarching theme: collaboration; two themes: tourism management higher education must 1) craft leaders who embody 21st century skills and 2) be as dynamic as the tourism industry; and three subthemes: 1) multi-disciplinary, 2) work-integrated learning, and 3) macro changes. Due to the rapid pace of change in the tourism industry, the current curriculum offered in tourism management degree programs across BC must be reimagined. Recommendations include course content revitalization, mandatory work-integrated learning, and the renewal and maintenance of collaboration across institutions. The study’s findings are relevant to tourism management students, faculty members and higher education institutions in British Columbia.
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    Homebound : has independent restaurant take-out created new ‘At-Home’ gastronomic experiences?
    (2022-06-10) Kosta, Marianthi; Gregorash, Bill
    This research explored dining experiences of homebound consumers in Ottawa, Canada and examined whether the COVID-19 pandemic allowed independent restaurant "take-out" to become a new dining experience among individuals. This qualitative study conducted 18 semi-structured in-depth interviews to identify changes in consumer behaviour attributed to events from the global pandemic. While COVID-19 began to impact the restaurant industry in March 2020, this research was conducted in August 2020, five months after the pandemic's introduction. Consumers and industry professionals offered insights into the current local-restaurant industry status, including business closures, worker layoffs, and mental health conditions. The findings showcase the importance of socializing, comfort, and safety, while emerging outcomes included the creation of new eating habits and experiences. Conclusions from this study can provide valuable consumer information as independent businesses slowly start to regain operations. Recommendations include repeating the research in a post-pandemic study to re-evaluate take-out experiences among consumers. Keywords: homebound, COVID-19, take-out, dining experience, restaurant industry, qualitative, thematic analysis, Ottawa, Canada