THE EMPEROR’S TREASURE WITHOUT THE WALLS

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dc.contributor.advisorNi, Lan
dc.contributor.committeeMemberVardeman-Winter, Jennifer
dc.contributor.committeeMemberDraper, Jason
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.createdAugust 2011
dc.date.issued2011-08
dc.date.updated2012-04-19T14:12:21Z
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.description.departmentCommunication, Jack J. Valenti School of
dc.format.digitalOriginborn digital
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/10657/254
dc.language.isoeng
dc.rightsThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).
dc.subjectRelationship management
dc.subjectSituational theory of publics
dc.subjectTourism Public Relations
dc.subjectMuseums
dc.subjectPublic relations
dc.subject.lcshPublic relations
dc.titleTHE EMPEROR’S TREASURE WITHOUT THE WALLS
dc.type.dcmiText
dc.type.genreThesis
thesis.degree.collegeCollege of Liberal Arts and Social Sciences
thesis.degree.departmentCommunication, Jack J. Valenti School of
thesis.degree.disciplinePublic Relations
thesis.degree.grantorUniversity of Houston
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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