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dc.contributor.advisorLan, Ni
dc.creatorHuang, Yu-Han
dc.date.accessioned2012-04-19T14:12:19Z
dc.date.accessioned2012-04-19T14:12:21Z
dc.date.available2012-04-19T14:12:19Z
dc.date.available2012-04-19T14:12:21Z
dc.date.created2011-08
dc.date.issued2012-04-19
dc.date.submittedAugust 2011
dc.identifier.urihttp://hdl.handle.net/10657/254
dc.description.abstractTo 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.mimetypeapplication/pdf
dc.language.isoeng
dc.subjectKeyword 1
dc.subjectRelationship Management Theory
dc.subjectKeyword 2
dc.subjectThe Situational Theory of Publics
dc.subject3. Tourism Public Relations
dc.subject4. Museum Public Relations
dc.titleTHE EMPEROR’S TREASURE WITHOUT THE WALLS
dc.date.updated2012-04-19T14:12:21Z
dc.type.materialtext*
dc.type.genrethesis*
thesis.degree.namePublic Relations
thesis.degree.levelMasters
thesis.degree.disciplinePublic Relations
thesis.degree.grantorUniversity of Houston
thesis.degree.departmentSchool of Communication
dc.contributor.committeeMemberVardeman-Winter, Jennifer
dc.contributor.committeeMemberDraper, Jason


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