Date of Award
Moore School of Business
Director of Thesis
Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show the importance of advertising and outreach for National Parks to increase visitation rates and to diversify visitation. It will also detail a volunteer project that was set up at the University of South Carolina to help the Congaree National Park rangers post more frequently on social media.
Gallup, Abigail, "Advertising and Social Media Strategy for America’s National Parks: A Case Study of Congaree National Park" (2021). Senior Theses. 480.