The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
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Wednesday, June 21 • 13:45 - 15:00
Conversation Starters: Trends in Travel Research for the Next Five Years | Sujets à discuter: tendances de la recherche en tourisme pour les cinq prochaines années

In this session, four young professionals will present their thoughts on research trends that could affect the travel and tourism industry in the next five years. The presenters will each have five minutes to introduce their research trend, discuss its importance, and outline potential challenges and opportunities related to their research trend.

The presenters will then lead audience members in small group conversations to share ideas on how to address these trends. The session will conclude with the presenters providing “take away” ideas from their small group conversations.

This session has been designed to generate networking opportunities and conversation among participants. The presenters will be required to utilize a presentation which emphasizes the rapid introduction of ideas using mostly pictures rather than text. This style will result in a lively session with plenty of the time for audience members to talk and share ideas.

ttra 2017 Conversation Starters Topics

Harnessing Narcissism to Gain a Competitive Advantage: The Role of Local Tourism Experiences

Presented by: B. Bynum Boley, Ph.D., Assistant Professor of Natural Resources Recreation and Tourism, University of Georgia

Three demand-side narcissistic forces are converging at once to raise the importance of marketing a destination’s unique natural and cultural resources. These include a growing emphasis from tourists to appear sustainable while on vacation, their desire for unique locally-based experiences, and the ability for tourists to leverage these manicured “sustainable experiences” into social status through posting them on social media.  This talk will focus on the importance of understanding these three trends and how destination marketers can utilize research to harness these trends in order to create a more competitive tourism destination. 


Integrating Research into Tourism Crisis Management

Presented by: Ashley Schroeder, Ph.D., Assistant Professor, University of Hawaii at Manoa; Managing Director, Tourism Crisis Management Initiative

In recent times, there has been a documented increase in crises around the globe. The frequency, strength, and intensity of crises has amplified, often causing dramatic environmental, social, and economic consequences which affect destinations.  Tourism is considered to be one of the most vulnerable industries in the world, as a wide variety of natural and man-made crises have had significant effects on the tourism industry. At the same time, attention to safety, security, and crisis management has dramatically heightened. As a result of this trend, there has been increasing pressure on destinations and tourism organizations to effectively manage their business and safeguard both their visitors and their images. Accordingly, there is a significant need to prioritize crisis management initiatives in the tourism industry. This discussion will focus on how research can contribute to a better understanding of factors which promote successful reduction, readiness, response, and recovery. In addition, the role of research in providing responsive and innovative solutions to destination managers and industry partners will be discussed. Examples of how destination managers and industry partners have integrated research into their tourism crisis management initiatives will also be presented.


Intersectionality in Tourism Marketing: Appealing to Consumer Identities

Presented by: Kate Thompson, Research Manager, Destination DC

As our organizations think about marketing strategies, we consider the different parts of our visitor base, and market accordingly. At conferences like these, we think about how these groups are defined, what their interests are, their travel tendencies, and the best ways to access them. We feature these groups in all types of ads, provide specific content in guides and online, and constantly watch for changes in their behavior. However, we often forget about how these identities intersect with others. An LGBTQ Millennial with children may travel more like the average family than other members of the LGBTQ community or Millennials. This presentation will focus on the research behind these concepts and ways to market to these groups while highlighting the diversity of people and opportunities in our destinations.


Utilizing New Methodologies and Predictive Metrics for Tracking Global Travel 

Presented by: Andria Godfrey, Director of Accounts, ADARA

The amount of data available for tracking and evaluating travel is increasing at an astronomical rate, providing the industry with new metrics for keeping the pulse on travel trends as well as employing the use of new predictive measures. Primarily in the International space, we are now able to track travel behavior in real time to an extent that was not previously possible. Where we as an industry used to mostly look backward to what has occurred, we now are able to see travel behavior today as well as utilize predictive data to gain insight as to what's ahead.  Keeping a constant pulse on new metrics allows us as an industry to better understand how global events are impacting the industry.

avatar for Lauren Hasen-Flaschen

Lauren Hasen-Flaschen

Director of Research, Visit Philiadehlpia
Lauren Hansen-Flaschen is Director of Research at VISIT PHILADELPHIA. She drives the organization’s quantitative and qualitative research to guide and evaluate marketing campaigns and new initiatives. Lauren currently serves on U.S. Travel Association’s research task force and... Read More →
avatar for Whitney Knollenberg, Ph.D.

Whitney Knollenberg, Ph.D.

Assistant Professor, Department of Parks, Recreation, and Tourism Management, North Carolina State University
Whitney Knollenberg's, Ph.D., research focuses on the role of leadership in the forces that shape tourism development, including planning, power, policy, and partnerships. Recently she has examined political leaders in tourism and tourism advocates and their efforts to gain political... Read More →

avatar for Andria Godfrey

Andria Godfrey

Director of Accounts, ADARA
Andria Godfrey recently joined the Adara team as Director of Accounts. With a strong background in DMO marketing and research, Andria works with Adara’s DMO clients to gather and integrate real-time analytics into their marketing and advertising efforts that ultimately yield stronger... Read More →
avatar for Ashley Schroeder, Ph.D.

Ashley Schroeder, Ph.D.

Assistant Professor, University of Hawaii at Manoa, Managing Director, Tourism Crisis Management Initiative
Ashley Schroeder, Ph.D., is an Assistant Professor in the School of Travel Industry Management at the University of Hawaii at Manoa, as well as the Managing Director of the Tourism Crisis Management Initiative at the University of Florida. Her research focuses on proactive tourism... Read More →
avatar for B. Bynum Boley, Ph.D.

B. Bynum Boley, Ph.D.

Assistant Professor of Natural Resources Recreation and Tourism, University of Georgia
B. Bynum Boley, Ph.D., is an Assistant Professor of Natural Resources Recreation and Tourism within the Warnell School of Forestry and Natural Resources at the University of Georgia. His research focuses on sustainable tourism development and how the unique natural and cultural resources... Read More →
avatar for Kate Thompson

Kate Thompson

Research Manager, Destination DC
Kate Thompson is the Research Manager at Destination DC (DDC), the DMO for Washington, DC. She has been with DDC for four years, managing the hospitality industry data and research studies and distilling that data to strategically impact organization-wide strategies. She has presented... Read More →

avatar for ADARA (DIAMOND)



Wednesday June 21, 2017 13:45 - 15:00 EDT
De Tourny