wit phd scholarship in tourism/strategy
TRANSCRIPT
Waterford Institute of Technology
Postgraduate Research Opportunities 2014
POSTGRADUATE STUDIES PROJECT INFORMATION SHEET
Project Number: WD/2014/18
Project Title: Brand Co-creation in the Digital Space: Investigating Managerial
Capability
Funded By: Waterford Institute of Technology PhD Scholarship Programme
Monthly Student Stipend: €833
Project Supervisors: Dr Anthony Foley; Dr Mary T. Holden; Dr Noel Murray
Project Outline:
The context of this doctoral project is the phenomenon of tourists creating their own
destination brand image via social media. An example would be a US visitor blogging
(or using other social media such as Facebook) on her perceptions of the Wild
Atlantic Way (destination brand image). This does not mean that the marketing
communications from the relevant Destination Management Organisation (DMO)
(such as Tourism Ireland) do not have an impact on the content of this blog. For
example, Tourism Ireland promote the core values of the Irish tourism brand (such as
People and Place) through intensive media campaigns. Therefore, the purpose of this
research is to investigate and determine how the DMO can influence online consumer
brand co-creation, so that the relationship between the tourist and the destination
brand is optimized. The theoretical basis of the study relies on the Resource-based
View of the Firm (RBV). There will be a major contribution in providing insight into
the relationship between managerial capabilities and the consumer/brand co-creation
process, with the outcome of a prescriptive model that will have utility for tourism
strategy.
Qualifications / profile required to undertake this study:
Minimum: degree in marketing/business/management/tourism at 2.2 award level,
however, preference will be given to applicants with a 2.1 or higher. This is an
exciting opportunity for a graduate who is interested in studying, in depth, the nature
of consumer branding and also tourism marketing and management strategy. The
study will be using mainly quantitative methods, and while full training will be
provided, an interest in statistical analysis is desirable.
Waterford Institute of Technology
Postgraduate Research Opportunities 2014 Applicants whose first language is not English must submit evidence of competency
in English, please see WIT’s English Language Requirements for details.
Closing Date for Applications: Friday 15th
August 2014
To discuss this, please contact supervisor at tel: Dr Anthony Foley at 00353 (0)51
302411 or Dr Mary T. Holden at 00 353 (0) 51 845600
Or email: [email protected] or [email protected]