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dc.contributor.advisor Lan, Ni
dc.creator Huang, Yu-Han
dc.date.accessioned 2012-04-19T14:12:19Z
dc.date.accessioned 2012-04-19T14:12:21Z
dc.date.available 2012-04-19T14:12:19Z
dc.date.available 2012-04-19T14:12:21Z
dc.date.created 2011-08
dc.date.issued 2012-04-19
dc.date.submitted August 2011
dc.identifier.uri http://hdl.handle.net/10657/254
dc.description.abstract To fill the gaps in research on strategically integrating public segmentation and relationship management (Kim & Ni, in press), this study explored using simultaneously the Situational Theory of Publics and Relationship Management Theory in the context of museum/tourism public relations. An experimental research design was used in which 336 subjects from Taiwan were asked to offer their perceptions of their own problem recognition, constraint recognition, involvement recognition, referent criterion, relationship outcomes, experience use history, museum visitation purposes, and intention for future visitation before and after the exposure to a museum digitalization campaign.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.subject Keyword 1
dc.subject Relationship Management Theory
dc.subject Keyword 2
dc.subject The Situational Theory of Publics
dc.subject 3. Tourism Public Relations
dc.subject 4. Museum Public Relations
dc.title THE EMPEROR’S TREASURE WITHOUT THE WALLS
dc.date.updated 2012-04-19T14:12:21Z
dc.type.material text *
dc.type.genre thesis *
thesis.degree.name Public Relations
thesis.degree.level Masters
thesis.degree.discipline Public Relations
thesis.degree.grantor University of Houston
thesis.degree.department School of Communication
dc.contributor.committeeMember Vardeman-Winter, Jennifer
dc.contributor.committeeMember Draper, Jason

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