Theory, Methods, and Marketing Strategy of Consumer Storytelling

Visitor's love to tell stories about destinations and travel experiences principally for three conscious and one unconscious reasons.  Woodside refuses to explain the reasons until he sees you in person.

Dr. Arch Woodside, professor of marketing at Boston College, is a Fellow of the Royal Society of Canada; Society for Marketing Advances; American Psychological Association; and the American Psychological Society. He is the Editor-in-Chief of the Journal of Business Research (published by Elsevier twelve issues per annual volume). He is a Fellow of the International Academy of Tourism Research. He co-founded the Advertising and Consumer Psychology Symposium held annually by the Society of Consumer Psychology.

As the 2006 Kitaro Watanabe Distinguished Visiting Professor of Tourism at UH Hilo, Dr. Woodside is offering a special tourism research course to UH Hilo students on an accelerated basis.  Students are engaged in hands-on tourism marketing research under his direction, with projects focused in and around Hilo. He is also conducting cooperative research with marketing professor Dr. Drew Martin on the tourism planning behaviors of Japanese and Chinese visitors to Hawaii.   They find that the decision to visit a destination like Hawaii is primarily driven by context, such as where a person is in their life, and recommend that marketing messages be less focused on trying to convince people why they should travel and more on illuminating these contextual reasons.

The Kitaro Watanabe Distinguished Visiting Professor of Tourism endowment was established in 1987 specifically for the Big Island by Mr. Kitaro Watanabe to “inject new ideas, fresh approaches and creative insights into existing programs” and to stimulate dynamic research and projects.”

Ticket Information
Free

Event Sponsor
School of Travel Industry Management, Manoa

More Information
Pauline Sheldon, 956-8078, http://www.tim.hawaii.edu, Lecture flyer (PDF)

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