University Presentation Showcase: Graduate Division

Project Title

An Examination of the West Virginia Tourism Escalation: Strategies for Transforming Kentucky

Presenter Hometown

Russell Springs

Major

Recreation and Park Administration

Department

Recreation and Park Administration

Degree

Graduate

Mentor

Dr. Jon McChesney

Mentor Department

Recreation and Park Administration

Abstract

Almost heaven, West Virginia… From changing their website’s font to utilizing a popular song chorus, West Virginia has completely transformed their economy by intentionally branding the tourist destinations already available to them. West Virginia’s most attractive tourist destinations are widely based upon the state’s natural beauty and rich history. Perhaps the most effective branding technique West Virginia implemented was simply enhancing what they already had. West Virginia tourism is not trying to sell the state as something it is not, rather they are trying to market the area for what it truly is. Surrounding states including Kentucky could learn a few tips and techniques from West Virginia’s branding that could potentially transform their economy as well. Strategies such as intentionally marketing the unique Appalachian history, landscapes, outdoor recreation opportunities, and culture as well as utilizing the available tools such as social media are all viable options to completely reconstruct the way people view Kentucky as a tourist destination. This research examined the West Virginia tourism transformation and offers suggestions and applications for Kentucky.

Presentation format

Poster

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An Examination of the West Virginia Tourism Escalation: Strategies for Transforming Kentucky

Almost heaven, West Virginia… From changing their website’s font to utilizing a popular song chorus, West Virginia has completely transformed their economy by intentionally branding the tourist destinations already available to them. West Virginia’s most attractive tourist destinations are widely based upon the state’s natural beauty and rich history. Perhaps the most effective branding technique West Virginia implemented was simply enhancing what they already had. West Virginia tourism is not trying to sell the state as something it is not, rather they are trying to market the area for what it truly is. Surrounding states including Kentucky could learn a few tips and techniques from West Virginia’s branding that could potentially transform their economy as well. Strategies such as intentionally marketing the unique Appalachian history, landscapes, outdoor recreation opportunities, and culture as well as utilizing the available tools such as social media are all viable options to completely reconstruct the way people view Kentucky as a tourist destination. This research examined the West Virginia tourism transformation and offers suggestions and applications for Kentucky.