MA Tourism Management Theses
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Item El Camino de Santiago: a catalyst for transformative tourism in the secular space(2023-07-20) Ozero, Jordon; Guelke, KarolineThis 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.Item A faculty perspective on future directions for tourism management curricula(2022-11-24) Piva, Alyssa; Wilson-Mah, RebeccaThis 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.Item Homebound : has independent restaurant take-out created new ‘At-Home’ gastronomic experiences?(2022-06-10) Kosta, Marianthi; Gregorash, BillThis 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, CanadaItem Is the Sea to Sky Gondola Squamish's Gondola?(2022-04-12) Lang, Shawna; Thomlinson, EugeneThe Sea to Sky Gondola plays a vital role in Squamish, B.C.'s tourism ecosystem, and the residents of Squamish are essential stakeholders as customers for the operation. This research applies a stakeholder engagement theory to understand better the perception of the Sea to Sky Gondola to the residents. Semi-structured interviews and a self-administered survey, collecting market research, were applied to gather data related to the community perception of the gondola as well as the relevance of the gondola to the community. The research shows a positive perception that the gondola remains relevant to the residents; however, it also shares suggestions to ensure the Sea to Sky Gondola leadership team does not lose sight of what is essential to the community, especially as it grows and evolves.Item Importance of wellness in the tourism industry : a millennial perspective(2022-04-08) Orleni, Erica; McDonald, MoiraThis paper aims to explore the demand for wellness tourism and how it has grown in the last decade. This growth is in part due to increased stress levels from various factors. Some of these factors are heightened stress in society such as COVID-19 and high inflation, people working longer hours, unhealthy lifestyles, and higher obesity rates. The study focused on the demographic cohort known as millennials, ranging from 25 to 40 years of age. Millennials are projected to account for 75 percent of consumers and travelers by 2025 globally. The study aimed to determine how Destination Marketing Organizations (DMO) can rethink their approaches for targeting millennial consumers and travelers and the preferences of Canadian millennials specifically related to their perceptions and their needs from wellness tourism within Canada. The material presented in the literature review represents the relevance of wellness, wellness in tourism, the importance of wellness in Canada, the impact of COVID-19, and millennials' characteristics and influence on tourism. The study uses a qualitative approach for interviews with DMOs on how to approach their marketing strategies and a mix-method approach on surveys for millennials on how they perceive wellness tourism. The qualitative research assisted in identifying the elements of millennial travel and DMO's influence in marketing to the demographic. Appreciative Inquiry (AI) was the critical component in developing the questions for the interview and survey. The questions focused on AI's four D's: Dream, Destiny, Discovery, and Design. The purpose of AI is to help anticipate if the best-case scenario occurred more frequently within the wellness tourism industry in Canada instead of analyzing problems. The data gathered produced a list of the critical factors pertaining to millennial consumer and travel behavior, the importance of wellness tourism for the millennial demographic, and DMO's marketing techniques to target millennial travelers within Canada. Additionally, the data also produced recommendations for the future of wellness and tourism.