Selected Projects - Dr. James Petrick
Holland America Cruise Line Branding Study:
Assisting Holland America Cruise Line in better understanding both their customers’ and non-customers’ perceptions of their brand, and the barriers that they have regarding purchasing their product. Results of the study will assist Holland America Cruise Line in altering their product and advertising campaign to better position themselves against their competitors. November 2004 to present
Accountability and Advertising Effectiveness Study:
Conducting a nationwide, continual study of the Texas Economic Development (TED)Tourism Division’s marketing effectiveness, utilizing phone interviews. Analyzing overall image of the state, desirability, return on investment (ROI), importance/performance of state attributes, and conversion rate, of current and potential visitors to the state, broken down into four distinct tiers (by geographical closeness to the state). June 2001 to present
Evaluation of State and City Tourism Web sites:
Conducting a continual evaluation of tourism Web sites for approximately 20 U.S. States and 10 U.S. Cities (CVB’s) in two phases. Phase one analyzes visitors overall evaluation of the website, while profiling visitors preferences and demographics. Phase two is a follow-up survey, e-mailed six months after the Phase one survey is completed, in order to determine reasons why respondents decided to travel or not to travel to Texas. Results allow for benchmarks between states/cities, and reveal longitudinal changes by season. June 2001 to present
Group Return on Investment Study:
Conducting a statewide (Texas) continual study to determine the Return on Investment (ROI) for the marketing campaigns conducted by: Texas Park and Wildlife, Texas Commission on the Arts, Texas Department of Transportation, Texas Historical Commission and Texas Economic Development’s Tourism Division. The study also includes an image study and an importance/performance evaluation for activities related to each of the partners. Data is collected via phone interviews conducted monthly. June 2004 to present
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