Fall 2022

ESRP 9000 Professor

David B. Ross, Ed.D.

ESRP 9001 Professor

David B. Ross, Ed.D.

Executive Summary

This strategic research project was designed to better understand what area of the St. Johns County Visitors and Convention Bureau organization needs improvement. Execution of a SWOT analysis resulted in identifying ten strengths, ten weaknesses, ten opportunities, and ten threats. An external threat that was identified within the organization's marketing initiatives was the lack of diversity from a tourism marketing standpoint. Further assessment of this external threat showed that the main reason for this external threat is the historical complacency of the organization's decision-makers that decide on the organization's marketing plan.

The object of tourism marketing is to entice all types of tourists from an array of diverse backgrounds. The term diversity is often miscategorized solely by race and sex. However, diversity and inclusion stem much further to include. However, they are not limited to individuals with different social and ethnic backgrounds, people with disabilities, LGBTQ++, Asian, American Indian, religious preferences, and so forth. Tourism marketing highlights a specific location for tourists worldwide to consider visiting for pleasure, business, or both.

After closer examination, a quantitative strategic plan matrix revealed the best possible solution. This solution was communication and education on the impact of diversity and inclusion within marketing initiatives, which would be directed to the organization's staff members and governing board. A six-step action plan outlined extensive communication and education, resulting in a more cohesive partnership between the organization's staff members and governing board. This internal collaboration will improve diversifying future marketing initiatives and attract additional tourists from around the world to St. Johns County.

Document Type

Strategic Research Project-NSU Access Only

Degree Name

Doctor of Education (EdD)


Abraham S. Fischler College of Education