Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Melanie Richards

Committee Members

Susan Waters, Chase Mitchell, Bill Garris


Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as an autoethnographic reflection and content analysis. Throughout the content analysis, themes arose amongst the strategies of the national parks over time such as “Romanticism,” “Exploration,” “Nature Preservation,” and many more discussed throughout this research. Each of these unique themes represents what was culturally important.

Document Type

Thesis - embargo


Copyright by the authors.

Available for download on Wednesday, June 01, 2022