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Papers by William Norman

Journal of Rural and Community Development, Jun 25, 2014

This issue of the JRCD is dedicated to Cheryl Williams who passed away suddenly in 2010. She was ... more This issue of the JRCD is dedicated to Cheryl Williams who passed away suddenly in 2010. She was in the first semester of her PhD program in Nursing at the University of Saskatchewan at the time of her death. Her coauthored paper in this issue is based on her master's thesis research. Pammla Petrucka was Cheryl's advisor. It was Pammla's wish to publish this peer-reviewed article in honour of Cheryl's work and her family. Open Access Policy: This journal provides open access to all of its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. Such access is associated with increased readership and increased citation of an author's work.

Leisure/loisir, Apr 2, 2016

ABSTRACT Social worlds are a distinct form of human organization in which individuals organize th... more ABSTRACT Social worlds are a distinct form of human organization in which individuals organize themselves by using communication channels to spread knowledge and culture around a shared interest. The leisure sciences have increasingly used the social world vernacular to describe population samples of recreation-based groups. Social world vernacular can be confusing therefore; this research aims at discussing how social worlds are organized within the structure of society and reexamines what social worlds were intended to be in the context of recreation and tourism. The researchers identified three major characteristics and those characteristics’ ability to predict and make comparisons among social worlds and their membership. These characteristics include a social world’s shared culture, shared communication channels and shared knowledge.

Journal of Sustainable Tourism, Jan 26, 2016

ABSTRACT Tourism is often regarded as a viable solution to economic crisis, especially for remote... more ABSTRACT Tourism is often regarded as a viable solution to economic crisis, especially for remote areas without many development options. While many tourism destinations have strong cultural or heritage assets, not all destinations have primary attractions that can bring visitors to the region. Rather than developing special interest “themes”, rural areas that do not have enough of any one type of tourism resource to act as a primary draw may consider bundling different attraction types to increase visitation. The purpose of this study is to investigate the preferences of visitors to secondary heritage sites and explore the relationship between heritage tourism and alternative, non-heritage activities in rural areas. Findings revealed that motivation to visit small-scale heritage sites consisted of two dimensions: learning and recreation. The two motivational dimensions influenced visitors’ interest in different heritage attractions and likelihood of visiting heritage tourism “scenarios”. As for alternative activities, there was a cluster of “popular” activities that were enjoyed by both learning-oriented and recreation-oriented respondents, but recreation-oriented visitors were more interested in nature-based activities and sport-related activities than learning-oriented visitors. Findings can help rural communities improve secondary attractions and diversify their tourism product by bundling heritage attractions with non-heritage activities.

Journal of Travel Research, Oct 6, 2009

While it can prove easy to conceptualize of the relationship between residents and tourists as "u... more While it can prove easy to conceptualize of the relationship between residents and tourists as "us versus them," it devalues the potential for intimate relationships to exist, whereby residents and tourists have many things in common. The theory of emotional solidarity can aid in explaining such an intimate relationship. Developing the framework from previous qualitative work, the purpose of this study is to formulate and validate scales corresponding to the constructs in Durkheim's theoretical framework of emotional solidarity. Following two initial stages of pilot testing, each scale is included in an onsite selfadministered survey instrument, with 455 heads of household completing the instrument in a coastal South Carolina county. Psychometric properties are assessed and each scale is found to be high in internal consistency and construct validity (i.e., convergent and discriminant validity). Implications as well as potential research opportunities concerning emotional solidarity are discussed.

The purpose of this study is to develop and validate scales corresponding to the constructs in Du... more The purpose of this study is to develop and validate scales corresponding to the constructs in Durkheim's theoretical framework of emotional solidarity. Following two initial stage of pilot testing, each scale was included in an onsite self-administered survey instrument and distributed to approximately 700 homes in a coastal South Carolina county. Psychometric properties were assessed and each scale was found to be high in internal consistency and construct validity (i.e., convergent and discriminant validity). Practical and theoretical implications are discussed as well as potential research opportunities concerning emotional solidarity.

The purpose of this study is to find out what themes and features of a tourist attraction are con... more The purpose of this study is to find out what themes and features of a tourist attraction are considered important by tourists, and whether or not these features influence their likelihood of visiting different types of attractions. First, for potential travelers to a rural destination, their likelihood of visiting different types of built tourist attractions was measured. Second, five attraction features (i.e., Experience, Cultural Value, Site Accessibility, Marketing, Leadership) were used to identify potential travelers' preference. Finally, this study explored whether attraction features influenced potential travelers' likelihood to visit different types of built attractions. The findings of this study can provide direction for the planning of cultural and heritage tourism.

Tourism, 2021

People show different purchasing behavior during travel than in their daily lives. During vacatio... more People show different purchasing behavior during travel than in their daily lives. During vacation, due to time limitations tourists tend to purchase local products impulsively. The current study aimed to incorporate impulsiveness in the Theory of Reasoned Action in a tourism context. The conceptual model assumes the direct influence of impulsiveness on the intention to eat local food and the food related behavior. We have also tested the moderating impact of impulsiveness on the relationship between affective attitude and intention. We have collected 380 questionnaires among visitors in South Carolina, USA and analyzed the results with Structural Equation Modelling (SEM). While the impact of impulsiveness on intention and behavior was not significant, the indirect influence of impulsiveness on the relationship between positive attitude and intention was. Current study showed the importance of positive attitude on the local food consumption among tourists. Study also revealed that i...

Journal of Rural and Community Development, 2014

With an estimated forty-four million riders, Off-Highway Vehicle (OHV) usage is one of the fastes... more With an estimated forty-four million riders, Off-Highway Vehicle (OHV) usage is one of the fastest growing forms of recreation in the United States. The National Survey on Recreation and the Environment suggests that this recreation and growth is largely occurring on public lands, most of which are situated in rural areas. OHV riders have been reported to have a consumer surplus ranging from US$ 25.51 to US$ 131.58 for recreational day trips, creating a potential lucrative market for rural communities wishing to diversify their economy. However, research has also found that OHV use can negatively impact natural resources and the experience of other non-OHV visitors. Given the potential positive economic impact, as well as the potential negative environmental and social impacts, it is important to identify which factors are most important for attracting OHV users that maximize positive outcomes and reduce negative outcomes. Additionally, for destinations seeking to establish or expan...

Sustainability, 2021

Given the high density of urban spaces, residents and tourists share resources and infrastructure... more Given the high density of urban spaces, residents and tourists share resources and infrastructure in limited spaces. The purpose of the study is to investigate the influence of residents’ perceived tourism impacts on their attitudes towards tourism growth, the effect of proximity to tourism center on residents’ attitudes, and how this effect is moderated by residents’ demographic features (age, gender, length of residence) in urban settings. A total of 251 responses were collected in downtown Greenville, a tourist zone located in the heart of Greenville, SC, USA. Using multiple regression models and ANOVA, the study suggested that (1) economic impact was the most important predictor of residents’ attitudes towards tourism growth, (2) downtown residents were more favorable of tourism growth than county residents, and (3) Age and gender moderated the effect of proximity to a tourism center on residents’ attitudes towards tourism growth.

Event Management, 2021

Nighttime activities and events specifically related to natural phenomena are becoming increasing... more Nighttime activities and events specifically related to natural phenomena are becoming increasingly popular. As nighttime recreation in parks and protected areas increases, managers must implement policies and frameworks that maintain both the visitor experience and natural darkness and soundscapes. The Congaree National Park Fireflies Festival celebrates the annual fireflies mating season, and after national renown for this event the park has witnessed increased visitation. Over the past year, visitation rates have forced management to implement a designated trail to enhance the visitor experience while reducing crowding on the boardwalk and manage the natural phenomena more like a festival event than an outdoor recreation opportunity. Visitor perceptions of these actions are currently unknown. Therefore, this study examined visitor motivations for attending the event and their perceptions of crowding to distinguish whether festival attendees had higher tolerances of crowding at a ...

Journal of Leisure Research, 2001

With an increasing competition for attracting golfers to individual sites, it is becoming more im... more With an increasing competition for attracting golfers to individual sites, it is becoming more important for managers to identify the variables which attract and retain their golfing clientele. The segmentation of golfers into homogeneous markets allows for the comparison of consumer variables by groups and can assist management in formulating consumer-oriented marketing strategies. The current study utilized experience use history (EUH) to create distinct, identifiable segments of users by examining their past behavior and experience levels in order to identify distinct motivations and constraints by segment. Subjects (AT = 1,397) were randomly selected at six different Cleveland Metroparks golf courses. Results show that golfers with different experience use histories differed on both their motivations and constraints to play golf. Specific managerial and theoretical implications are discussed.

Tourism Recreation Research, 2018

Anticipation is the first travel phase (Clawson & Knetsch, 1966) and consists of the vacation pla... more Anticipation is the first travel phase (Clawson & Knetsch, 1966) and consists of the vacation planning process. Tourists may exhibit varying levels of mindfulness during this phase. Mindfulness is associated with analytic decision making through a heightened sensitivity to one's environment and openness to new information (Langer & Moldoveanu, 2000). This study considered the influence that mindfulness during the travel anticipation phase has on: search and choice behaviors, search and choice outcomes, and trip evaluations. Analysis was also conducted to determine if there was a significant influence on the relationships based on the mediating effect of the amount of the trip was planned in advance. Moderation was tested to determine if interactions existed based on whether the tourist selected a destination that was novel, and whether the tourist considered that area to be the primary destination for their trip. The results of the analysis found that mindfulness during the travel anticipation phase had significant positive influences on the source variety, the level of enjoyment, the level of confidence, satisfaction, behavioral loyalty, and attitudinal loyalty. Mediation effects found that the amount of the trip that was planned in advance had a significant influence on the relationship between mindfulness and the planning horizon, enjoyment, and satisfaction. Moderating effects were found between mindfulness and attitudinal loyalty for people visiting a novel destination, and between mindfulness and planning horizon for people who were in their primary destination. The study confirmed that mindfulness during the anticipation phase influenced the travel experience. iii DEDICATION This dissertation is dedicated to my parents and to their parents. This accomplishment is due to the natural talents that were passed down to me and to the courage, perseverance, and work ethic that I learned by following their examples. iv ACKNOWLEDGMENTS I would like to thank the members of my committee for their guidance and training to think, write, and dream like a social scientist. Dr. William Norman, Dr. Sheila Backman, Dr. Gregory Ramshaw, and Dr. William Bridges have shared their wisdom and experiences with me and I know that my future success will be attributed to the many lessons I have learned along the way. Dr. Patrick Vargas from the University of Illinois was integral in showing me how to harness my curiosity to make contributions to research. Many of the tools I used throughout this journey I learned from him. There were many other people and organizations that made this goal possible. I would like to thank Luray Caverns and Tourism Cares for honoring me with the Graduate Research Scholarship that supported this project. Dr. Bob Brookover and the Clemson International Institute for Tourism Research & Development also generously provided research related resources. Data collection was made possible through the participation of Old South Carriage Company, Classic Carriage Works, the Durango & Silverton Narrow Gauge Railroad, and the loyalty of Jerilyn Leavell and Ashley Whetsel. I would also like to thank the Clemson University faculty and graduate students for their encouragement that this dream would someday become a reality. I share my success with my incredible support system of friends and family, especially my parents, Harriet and Robert Lobascio, and sisters, Katelyn Stalowy and Gabby Lobascio. Last but not least I would like to thank my husband, Brad Taylor, who has shown me unconditional love and support even at times when I'm not sure I deserved it. I'm quite certain that he is as excited as I am to complete this chapter in our story. v

Journal of Tourism and Cultural Change, 2018

ABSTRACT The tourist experience should be placed at the heart of management and planning process ... more ABSTRACT The tourist experience should be placed at the heart of management and planning process to achieve the goal of sustainable heritage tourism. The concept of indicators and standards of quality, which emerged in the field of natural resources and outdoor recreation management as a conceptual framework for understanding visitors’ experiences, has been widely applied in nature-based parks rather than cultural heritage sites. This study applies the concept of indicators to heritage experience at Petra Archaeological Park in Jordan. Qualitative interviews were conducted with 29 tourists to understand the tourist experience at the park, and to formulate indicators of the tourism experience. Results suggest that cultural and natural scenic value, crowding, attractions accessibility, vendor persistence, and odor of animals waste are potential indicators for the tourism experience at the park. Related management implications and recommendations are also discussed.

Tourism Management, 2016

h i g h l i g h t s Petra tourists are preservation value oriented, they consider preservation of... more h i g h l i g h t s Petra tourists are preservation value oriented, they consider preservation of heritage resources to be a high priority. Types of heritage tourists suggested by McKercher (2002) are not homogeneous in their preservation value orientation. Preservation value orientations differ based on the importance level of heritage tourism in trip motivations. The importance of heritage tourism in tourists' motivation had significant effect on preferences toward management actions. Heritage tourists tend to support direct actions more than indirect actions.

International Journal of Tourism Anthropology, 2015

Online travel communities have reshaped travel behaviours and decision-makings of people around t... more Online travel communities have reshaped travel behaviours and decision-makings of people around the world. Noticeably, local residents, who are perceived as reliable and authentic information providers, largely contribute to these online travel communities by offering help. This study developed and tested a conceptual framework, which was built upon the attribute-empathy theory and the social identity theory. Hierarchical regressions analyses were employed and results indicated that local resident's online helping behaviour was affected by age, length of residency, sympathy, personal distress, and the evaluative identity of local resident. Based on the findings, both theoretical and practical implications were discussed.

Journal of Heritage Tourism, 2015

ABSTRACT To achieve sustainability in heritage tourism, tourists should be placed at the heart of... more ABSTRACT To achieve sustainability in heritage tourism, tourists should be placed at the heart of the management and planning processes. Indicators and standards-based frameworks were developed in the field of outdoor recreation management to manage and measure crowding and other problematic issues in parks and related areas. Using normative theory and visual research methods, this article aims to examine crowding standards of tourists at Petra Archaeological Park, and compare these standards between the types of heritage tourists suggested by a model developed by Bob McKercher. Results showed that tourists’ acceptability levels go down with an increasing number of tourists, and tourists who are highly motivated to visit heritage sites (i.e. purposeful and sightseeing heritage tourists) had the most restrictive acceptable number of tourists at the park. The normative standards formulated in this article provided a guidance to manage crowding at Petra.

The purposes of this study were to explore pleasure travel constraints among adults aged 50 and o... more The purposes of this study were to explore pleasure travel constraints among adults aged 50 and over and investigate the gender differences of pleasure travel constraints. Moreover, this study investigated whether there were changed pleasure travel patterns among a specific group of older adults since an organized tour opportunity is available in their resident county, Florence County, South Carolina. The findings of this study indicated that female travelers perceived more travel constraints, however, they had a higher level of travel interest than males. Comparing the proportion of changed pleasure travel patterns with the FCPRD travel program, most of female travelers chose to participate in the FCPRD travel programs. As the FCPRD organized travel program was introduced, female travelers appeared to take more opportunities to travel than males.

In 2004, United States (U.S.) shrimp landings comprised 11% of shrimp available to the domestic m... more In 2004, United States (U.S.) shrimp landings comprised 11% of shrimp available to the domestic market. Asian and South America shrimp imports to the U.S. began reaching record levels in 2001, following European Union tariffs on Asian shrimp. The increased import supply resulted in drastic decline of ex-vessel and wholesale prices for domestic shrimp in the Southeast U.S. Consequently, the profitability and number of participating vessels throughout the Southeast U.S. have decreased. At the same time, U.S. per capita shrimp consumption has reached a record high. Despite new tariffs on imports from six countries and recently imposed limited entry to improve efficiency, the shrimp industry in the Southeast U.S. must become more competitive. In response, the Southeast U.S. states have formed a regional trade association and have been working to establish domestic, wild-harvested shrimp as a premium, higher-priced brand for the U.S. marketplace. One potential target market is coastal tourists. Tourism is a significant industry in South Carolina and the four largest coastal counties generate 56% of the state's total domestic travel expenditures. Successfully marketing premium shrimp to tourists depends upon quality certification, building linkages between local fishermen, restaurants, retailers, and tourism organizations, and probably, educating consumers who are visiting the region. While studies have explored seafood preferences of consumers, few have focused on tourists. The 2004 South Carolina Coastal Tourism survey was designed to identify regional tourist market segments and examine tourist preferences, subjective knowledge, beliefs, and consumption behavior regarding South Carolina shrimp. This paper explores selected results, focusing on the influence of tourists' subjective knowledge about the shrimp fishery and shrimp preparation on their preferences for shrimp attributes (e.g., origin, freshness, reputation) and the influence of these preferences on their shrimp purchasing behavior at the coastal destination. The results demonstrate that South Carolina coastal tourists have a low level of subjective knowledge about shrimp. Therefore, the ability of coastal tourists to discriminate among shrimp attributes (especially related to origin) may be limited. Recommendations suggest that the tourism and seafood industries, retailers and restaurants on the South Carolina coast should engage in a collaborative marketing strategy focused on educating South Carolina coastal tourists about local, wild-caught shrimp product.