Selling Culture was my Senior Capstone project at Endicott College for my undergraduate Communication degree. This work reflects my broader passion for ethical storytelling, global education, and reshaping the travel industry into one that prioritizes respect, authenticity, and connection. This research project explores how modern tourism advertising often relies on cultural stereotypes to appeal to Western travelers—frequently at the expense of authenticity and cultural nuance.
Grounded in qualitative methodology, the study draws on in-depth interviews to examine how travelers engage with media when planning trips, and whether they feel the content they encounter reflects the true nature of the destinations they visit.
The project addresses key questions such as:
- What types of media do travelers use most when planning their trips?
- Do travelers trust user-generated content more than branded tourism materials?
- Do they feel as though the content they viewed before the trip, as well as their experiences at the destination, accurately reflected the culture?
By analyzing themes such as influencer culture, media literacy, and the desire for cultural immersion, Selling Culture offers critical insights into how tourism marketing can better represent global communities. This work reflects my broader passion for ethical storytelling, global education, and reshaping the travel industry into one that prioritizes respect, authenticity, and connection.
