HIGH POINT, N.C., Dec. 5, 2013 – Dr. Richard Parker, chairman of the department of marketing and associate professor of business at High Point University, was recently awarded with the “Best Conference Presentation” at the 2013 Conference of The Academic Forum in Quebec City, Canada. He was recognized for his presentation on his current research into the Alberta Ministry of Tourism’s “Remember to Breathe” marketing campaign.
Parker explained the research he completed was designed to obtain input from peer scholars in order to create a survey that would gather undergraduate reactions to Travel Alberta’s current marketing program. As a result, Parker was able to develop a survey that allowed him to gather a wealth of information that he is currently analyzing.
The project came about thanks to a special topics course he taught during the Spring 2013 semester in the area of tourism marketing.
“Since my focused area of research is tourism marketing in Canada, I took an evening to share with the students in that course a number of videos from the different Canadian provinces that highlighted their tourism offerings,” Parker said. “The ‘Remember to Breathe’ video received the most dramatic reaction from the students, and it was by far the most popular of the videos. Given the reaction, I was interested to discover what the broader findings might be among a larger group of students who had specifically enrolled in a course not devoted to tourism marketing. Canada’s tourism marketing efforts are considered to be among the best in the world.”
Parker hopes to incorporate his findings into his marketing communications course that will focus specifically on marketing communication efforts in tourism and hospitality. He also plans to continue to remain involved in The Academic Forum, a multidisciplinary conference that brings together scholars in business, social sciences and other disciplines to present a variety of research topics for feedback and evaluation among peers.
Parker currently teaches undergraduate international marketing and marketing communications, as well as communications for managers in the MBA program.