Under the guidance of Dr. Robertico Croes and Dr. Manuel Rivera, six Ph.D. candidates from the Rosen College of Hospitality Management at the 麻豆原创 recently presented their findings from a year-long exploratory study involving Central Florida鈥檚 Bok Tower Gardens. The national historic landmark, centrally located between Tampa and Orlando in Lake Wales, served as the framework for the students鈥� research, which could be used in the future development of the garden attraction market.
The report, Maintaining Relevance in a Changing World, builds on past studies of the supply perspective of Bok Tower Gardens by adding a detailed exploration of the visitors鈥� standpoint, which has never before been analyzed at the garden attraction. The study explored the impact of the visitors鈥� experience on post behavioral intentions to return to the garden or to talk favorably about the attraction.
鈥淭his study is a major contribution to the garden attraction market, as it offers a dynamic approach that has never before been examined,鈥� said Croes. 鈥淲e analyzed the intangibles of the visitor experience, and learned that nature isn鈥檛 the core of their experience, but rather the medium that helps facilitate it.鈥�
Through a variety of quantitative and qualitative techniques, the report reveals that employee performance, atmosphere, promotion and social activities, ambiance, and amenities are the five main factors that shape a visitor鈥檚 experience at the Bok Tower Gardens.
Bok Tower Gardens鈥� management will use the report to develop strategies to raise awareness and increase visitation for their attraction.
鈥淲e identified relevant variables and trends that influence the business, and proposed strategic and tactical planning to Bok Tower Gardens,鈥� said Ph.D. candidate 鈥淛enna鈥� Seung Hyun Lee.
The unique study began as a five-stage assignment in a doctoral-level course taught by Croes, but evolved into a research partnership between the Bok Tower Gardens and the Dick Pope Sr. Institute for Tourism Studies 鈥� the college鈥檚 research arm for public and private enterprises.
鈥淭he report was originally part of my Foundations in Hospitality and Tourism Research class, but the students and I quickly realized the potential of this unique study, and we decided to take it beyond the scope of the course,鈥� said Croes. 鈥淲e presented a research proposal to the Bok Tower Gardens鈥� management team, and after it was accepted, the students worked as a team to complete the study.鈥�
Bok Tower Gardens is a 501(c)(3) nonprofit organization, sponsored in part by the State of Florida, Department of State, Division of Cultural Affairs, the Florida Arts Council and the National Endowment for the Arts.聽Its mission is to share Edward Bok鈥檚 gift of a beautiful and serene garden with music, architecture, and nature, so that all who visit will be inspired by his vision: 鈥淢ake you the world a bit better or more beautiful because you have lived in it.鈥�