Show simple item record

dc.contributor.authorMic, Monica
dc.date.accessioned2017-04-24 15:59:45 (GMT)
dc.date.available2017-04-24 15:59:45 (GMT)
dc.date.issued2017-04-24
dc.date.submitted2017-03-27
dc.identifier.urihttp://hdl.handle.net/10012/11722
dc.description.abstractThe focus of this thesis is on the development of a brand strategy for mid-scale ecolodge businesses. This is an important area of concern within the ecolodge industry as there is no system in place to recognize quality evaluation standards and owners conduct their business according to what their own judgment. For this purpose, 12 ecolodge owners and managers in Costa Rica were interviewed on their perceptions of ecolodge branding importance, and the challenges foreseen with operating under an ecolodge branding model. Ten semi-structured interview questions tapped into participant’s feelings towards the current situation of ecolodge branding in Costa Rica, as well as their interest in developing a brand. As a result of completing the interviews and analyzing the interview responses using Thematic Analysis, this study found the following. 1) The current level of ecolodge branding in Costa Rica is represented by the country’s sustainable tourism certification program (CST). 2) The ecolodge branding idea was welcomed with both enthusiasm and some concern from participants, although overall there was a desire to consider this new brand. 3) Undesirable new branding conditions include lack of flexibility and aggressive marketing. 4) Desirable new branding conditions include a positive cost-benefit program, less government involvement, a new marketing training program, and a more stable operating environment.  en
dc.language.isoenen
dc.publisherUniversity of Waterlooen
dc.subjectEcolodgeen
dc.subjectBrandingen
dc.subjectCooperative Brandingen
dc.subjectBest Western Brand Modelen
dc.subjectCosta Ricaen
dc.subjectService Quality Standardsen
dc.subjectCertification for Sustainable Tourism (CST)en
dc.titleExploring Branding Opportunities for the Ecolodge Marketen
dc.typeMaster Thesisen
dc.pendingfalse
uws-etd.degree.departmentGeography and Environmental Managementen
uws-etd.degree.disciplineRecreation and Leisure Studies (Tourism)en
uws-etd.degree.grantorUniversity of Waterlooen
uws-etd.degreeMaster of Environmental Studiesen
uws.contributor.advisorEagles, Paul
uws.contributor.advisorBoluk, Karla
uws.contributor.affiliation1Faculty of Environmenten
uws.published.cityWaterlooen
uws.published.countryCanadaen
uws.published.provinceOntarioen
uws.typeOfResourceTexten
uws.peerReviewStatusUnrevieweden
uws.scholarLevelGraduateen


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record


UWSpace

University of Waterloo Library
200 University Avenue West
Waterloo, Ontario, Canada N2L 3G1
519 888 4883

All items in UWSpace are protected by copyright, with all rights reserved.

DSpace software

Service outages