Program Dates: June 2-8, 2022
This class will research and understand the importance and impact of hospitality, and what the millennial generation seeks in a hospitality/tourism destination. Participants will experience Asheville, NC, a rapidly growing tourism and hospitality hub. During the 7-night itinerary, students will experience: adventure tourism (zip lining in the mountains, whitewater rafting), major attractions (The Biltmore Estate, Harrah’s Cherokee), scenic tourism (hiking on the Blue Ridge Parkway), urban tourism (a comedy bus tour of downtown Asheville, unique museums, retail shopping) and nationally acclaimed food tourism (farm to table, from casual to formal). As part of the adventure tourism whitewater rafting excursion, all participants must be comfortable swimming. As Asheville has been named one of the top 20 beer cities in the world, students will experience the appeal of international breweries and Asheville’s famous local craft brew pubs. An after trip analysis will compare experiences to expectations (which are often set by marketers), and assess whether any of the experiences in western NC that attract millennials can be applied to the Augusta, GA market.
Hull College of Business is proud to offer these scholarships for students enrolled in a Hull College of Business degree program and participating in a study abroad program. BBA and MBA students are eligible to apply for either scholarship regardless of the trip's college sponsor. Scholarship awards typically range from $300 to $1000, dependent upon the trip.
December 11, 2021
February 01, 2022
March 15, 2022
May 04, 2022
June 02, 2022
Millennials now comprise the largest living demographic segment in the US. The Asheville area is a ‘millennial magnet’ for tourism and hospitality. This course analyzes and explores the hospitality industry in the Asheville region and why it is so attractive to this demographic. The Asheville area encompasses many of the traditional tourism segments: urban, art, gaming and scenic tourism. It also showcases more contemporary hospitality segments: festival, adventure, and food and beer tourism. Students prepare for the trip by analyzing these various segments. The regional visit includes business and cultural exploration in both Asheville and the surrounding area including visits at tourism offices, area attractions, and volunteering at the annual Brevard Blues and Barbeque Festival housed at the acclaimed Brevard Music Center. Both natural and man-made tourism products are purposefully included. A post trip analysis will include suggestions for improvement as well as application of experiences to make the Augusta area more attractive to the millennial market.
*Prerequisites desired but not mandatory: MKTG 3700, MKTG 3710, MKTG 4780, MKTG 3740, or MKTG 3750*
Rainy day possibilities: Subject to change due to weather or new opportunities available in 2022. If program travel is cancelled due to travel restrictions from the State Department, University System of Georgia, or Augusta University, this course will NOT be offered during Summer 2022.
Program Fee: $1540 + Tuition & Fees
Final Payment Due: March 15, 2022
Transportation, lodging, and some meals are included in your fees. Additional expenses include some meals and souvenir items.
Travel to Asheville. Lazoom Tour.
Experience Urban Tourism- tour Asheville River Arts District/ downtown
Experience Adventure Tourism- raft the French Broad River and zip line experience.
Experience a Tourism Marketing/Gaming Tourism. Visit Harrah's Cherokee Casino, Blue Ridge Parkway, and Great Smoky Mountains National Park.
Experience Scenic Tourism.
Experience Historic Attractions- tour The Biltmore Mansion.
Return to Augusta
*Itinerary may be subject to change