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Samantha Rozier Rich
Assistant Professor and Tourism Extension Specialist
Tourism Promotion & Communicative Behaviors

Samantha RozierContact Information

Department of Parks, Recreation and Tourism Mgmt.         
Box 8004, 3028D Biltmore Hall
Raleigh, NC  27695-8004
North Carolina State University

919-513-0351             
samantha_rich@ncsu.edu

Complete Curriculum Vita

Research Interests

Overall, Dr. Rich's general research interests include tourism marketing and promotion, sustainability, rural tourism, and the use and creation of collaborative relationships among tourism entities.  Her recent research endeavors include an examination of the use of mass mediated travel narratives (travel articles and travel brochures) in promoting travel to destinations. Additionally, Dr. Rich is currently examining the role of rural tourism as an tool for community and economic development. Over the next several years, she plans to continue to build upon her contributions by further developing her research surrounding communicative behaviors and promotion.  In doing so, much of Dr. Rich's research aims to bridge disciplinary boundaries as it often draws from theories adapted from communication, consumer behavior, persuasion, marketing, and leisure. Plans for future research include the examination and application of opportunities for stakeholder collaboration and joint promotion; the use and importance of narratives in conveying experiences; and the use of GIS technologies as a means of better identifying opportunities for collaboration and promotion.     

Extension and Community Outreach

As a faculty member at NC State University, Dr. Rich has a split appointment as an Assistant Professor in the Department of Parks, Recreation and Tourism Management and as a Tourism Extension Specialist. Much of her extension and community outreach interests respond to the notion that as interest in tourism as a tool for economic development continues to grow among communities in North Carolina and beyond, a need for resources and programs aimed at fostering collaborative relationships and at furthering sustainable tourism practices are needed.  In response to this need, Dr. Rich aims to help inform both practitioners and academics alike by developing and implementing resources designed to identify and foster opportunities for collaboration and economic development, while at the same time, providing insight on how to better understand, communicate to, and reach visitors/consumers.  

Tourism Extension Webpage: http://www.ncsu.edu/tourismextension/     

Education

  • Ph.D. Tourism Management, University of Illinois Urbana-Champaign, May 2008
  • M.S. in Tourism Management, Clemson University, May 2005                      
  • Bachelor of Arts in Speech and Communication Studies, Clemson University, May 2002     

Selected Publications

  • Henderson, K. A., Harrolle, M., Rich, S. R., & Moretz, J. (2011).  Women faculty, higher education, and the recreation/leisure field, SCHOLE: A Journal of Leisure Studies & Recreation Education, 26 (2), 14-27.
  • Rich, S. R., Komar, S., Schillings, B., Tomas, S. R., Carleo, J., & Colucci, S. (2011).  Using Webinars for National Agritourism Education: A Case Study of Success.  Journal of Extension (JOE), 49 (6), 6FEA4.
  • Rich, S. R., & Barbieri, C. (2011). What is agritourism? North Carolina Dairy Goat Breeders Association Summer 2011 Ne4wsletter, 4.
  • Rozier-Rich, S., & Santos, C.A. (2010).  Processing promotional travel narratives.  Tourism Management, 32, 394-405.
  • Rich, S. R., Tomas, S. R., Colucci, S., Komar, S., Schilling, B., & Carleo, J. (2010).Agritourism: Opportunities for farm diversification. Agricultural Publication AG-734-01. North Carolina Cooperative Extension Service, North Carolina State University, Raleigh, NC. 4 pp.
  • Komar, S., Schilling, B., Carleo, J., Colucci, S., Rich, S. R., & Tomas, S. R. (2010).Is an agritourism venture right for your farm?FS1131. Rutgers Cooperative Extension, Rutgers University New Jersey Agricultural Experiment Station. 3 pp.
  • Santos, C. A., & Rozier-Rich, S. (2009).  Travel writing as a representational space: “Doing deviance”.  Tourism, Culture and Communication, 9 (3), 137-150.
  • Rozier, S. (2009). Understanding travel promotional narratives: The influence of narrative transportation and skepticism. Dissertation Summary. European Journal of Tourism Research, 2, 123-130.
  • Santos, C. A., & Rozier, S. (2007). Intercultural communication competence and conflict negotiation strategies: Perceptions of park staff and diverse park users.  Journal of Park and Recreation Administration, 25(1), 22-49.

Selected Presentations

  • Rich, S. R., & Colucci, S. (2012, January). Using technology to expand your customer base. 2012 New Jersey Agritourism conference - 3 workshops. Pittstown, Westampton, & Clayton, NJ.
  • Rich, S. R., & Colucci, S. (2012, January). Social media for agritourism. North Carolina Agritourism networking Association (NCANA) Winter Mini-Conference. Greenville, NC.
  • Smith, W. W., Rich, S. R., Canberg, A. S., & Tomas, S. R. (2011, June).  Measuring the economic, social, and environmental impacts of special events: A mixed methods approach.  Travel and Tourism Research Association (TTRA) Conference, London, Ontario.
  • Gil Arroyo, C., Barbieri, C., & Rich S. R. (2011, April).  Examining different agritourism definitions: A proposed study among farmers, households and Extension agents.  Northeastern Recreation Research (NERR) Conference, Bolton Landing, NY.  Refereed poster presentation.
  • Rich, S. R., Komar, S., Tomas, S. R., Schillings, B., Carleo, J., & Colucci, S. (2011, March).  Webinars as a Tool for Collaboration and Education.  National Association of Community Development Extension Professionals (NACDEP) Conference, Charleston, SC.
  • Rich, S. R., Tomas, S. R., Barbieri, C., Standish, K., & Ainley, S. (2011, March). A summary of agritourism research in the United States.  National Extension Tourism (NET) Conference, Charleston, SC.
  • Barbieri, C., & Rich, S. R. (2011, March). Agritourism label and meaning: Are Extension faculty and farmers speaking the same language?  National Extension Tourism (NET) Conference, Charleston, SC.
  • Komar, S., Rich, S. R., Schillings, B., Tomas, S. R., Carleo, J., & Colucci, S.  (2011, March).  Social media: The new ‘word of mouth’ advertising.  National Extension Tourism (NET) Conference, Charleston, SC.  One hour panel presentation/workshop   
  • Rich, S. R., Komar, S., Tomas, S. R., Schillings, B., Carleo, J., & Colucci, S.  (2011, March).  Creative strategies for Extension programming: Agritourism and webinars.  National Extension Tourism (NET) Conference, Charleston, SC.
  • Tomas, S. R., Rich, S. R., Canberg, A. S., & Smith, W. W. (2011, March).  The effects of the recession on North Carolina and South Carolina festivals and events.  National Extension Tourism (NET) Conference, Charleston, SC.
  • Rich, S. R., Standish, K., Tomas, S. R., Barbieri, C., & Ainley, S. (2010, June).  The current state of agritourism research in the United States.  Travel and Tourism Research Association (TTRA) Conference, San Antonio, TX.  Refereed poster presentation.
  • Rozier-Rich, S., Tomas, S., Banks, C., & Standish, K. (2010, April).  Using reservation data to examine visitor demand and marketing effectiveness.  National Association of Community Development Extension Professionals (NACDEP) Conference, Bloomington, MN.
  • Tomas, S., Davis, E., & Rozier-Rich, S. (2010, April).  Building successful collaboration for tourism development and promotion: The Robeson County, NC example.  National Association of Community Development Extension Professionals (NACDEP) Conference, Bloomington, MN.
  • Rozier-Rich, S. (2010, February).  Agritourism: Types and marketing strategies.  2010 Marketing Opportunities for Farmers Conference – Appalachian Sustainable Agriculture Project.  Swannanoa, NC.
  • Tomas, S., & Rozier-Rich, S. (2010, February).  Successful agricultural business marketing strategies.  4th Annual North Carolina Agritourism Networking Association Conference.  Greenville, NC.  Panelist/moderator.
  • Rozier-Rich, S., & Tomas, S. (2010, February).  Building the retail experience.  Regional Christmas Tree Marketing Conference.  Boone, NC. 
  • Rozier-Rich, S., & Tomas, S. (2010, February).  Marketing through electronic media and networks.  Regional Christmas Tree Marketing Conference.  Boone, NC.  
  • Rozier-Rich, S. (2010, January).  Types of agritourism enterprises.  Business Side of Agritourism Workshop.  Waynesville, NC. 
  • Rozier-Rich, S. (2010, January).  Collaborations and collective marketing.  Business Side of Agritourism Workshop.  Waynesville, NC. 
  • Rozier-Rich, S., & Colucci, S.  (2010, January).  Social media and agritourism.  Business Side of Agritourism Workshop.  Waynesville, NC. 
  • Rozier-Rich, S. (2010, January).  Innovations in agritourism marketing and promotion.  2010 Atlantic Coast Agricultural Convention and Trade Show.  Atlantic City, NJ. 
  • Rozier, S., & Santos, C. A. (2009, June).  Using consumer behavior scales to examine the persuasiveness of travel narratives.  Travel and Tourism Research Association (TTRA) Conference.
  • Rozier S., & Santos, C. A.  (2009, June).  Influence of gender and age on the processing of travel narratives.  Travel and Tourism Research Association (TTRA) Conference.
  • Rozier, S. (2009, June).  Developing collaborative partnerships and sustainable tourism strategies: An application of multidestination travel marketing.  National Extension Tourism (NET) Conference.
  • Rozier, S. (2009, June).  Marketing the experience: Give your visitors what they really want.  National Extension Tourism (NET) Conference.
  • Rozier, S. (2009, June).  The influence of gender and age on the persuasability of travel articles and travel brochures.  National Extension Tourism (NET) Conference.
  • Tomas, S., & Rozier, S. (2009, June).  Customer service training with a tourism twist: North Carolina Hospitality.  National Extension Tourism (NET) Conference.

Selected Projects/Grant Funding

  • Rich, S. R. (PI). (2011-2012). Rural tourism case studies and resources for aspiring entrepreneurs in NC.  NCSU Faculty Research and Professional Development Fund; $4,000.
  • Tomas, S. R., & Rich, S. R. (Co-PI) (2011-2012).  Learning from the leaders: Rural tourism case studies, strategies, and resources for aspiring entrepreneurs in NC.  University Extension, Engagement and Economic Development (EEED) Grant; $10,000.
  • Bullen, G., Rich, S. R. (Co-PI), & Tomas, S. R. (2010-2011).  Fee hunting: Income opportunities for land owners. NCSU Cooperative Extension Service Grant; $4,830.  
  • Tomas, S., (Co-PI), & Rozier-Rich, S. (Co-PI). (2010-11). Increasing on-farm sustainability through agritourism research: An examination of agritourism visitors, farms, and marketing strategies.  Southern Regional Sustainable Agriculture Research and Education (SSARE) On-Farm Grant Proposal; $15,000.
  • Harrolle, M. G., & Rozier-Rich, S. (2010-2011).  North Carolina Youth Camp Association economic impact study.  North Carolina Youth Camp Association; $14,276.
  • Harrolle, M. G., & Rich, S. R. (Co-PI). (2010-2011). North Carolina Youth Camp Association economic impact study – Supplemental Grant.  North Carolina Youth Camp Association; $2,469.
  • Rozier, S. (July 1, 2009-July 1, 2010).  Analysis of the North Carolina Bed and Breakfast Industry: An Examination of Visitor Demand and Marketing Effectiveness Using GIS Technology.  NCSU Faculty Research and Professional Development Fund, $4,000. 
  • Rozier, S., Tomas, S., & Morris, C. (2009-2010).  PRT 5XX: Applications of Tourism Management Practices.  NCSU DELTA IDEA Grant, $8,000.

Honors and Awards

  • Komar, S., Schilling, B., Carleo, J., Rich, S., Tomas, S., Colucci, S. (2011). the East Coast Agritourism Webinar Series. National Association of County Agriculture Agents (NACAA) Conference and Proceedings, Overland Park, KS. *Regional Winner, Communications Award
  • Komar, S., Schilling, B., Carleo, J., Rich, S., Tomas, S., Colucci, S. (2011). the East Coast Agritourism Webinar Series. National Association of County Agriculture Agents (NACAA) Conference and Proceedings, Overland Park, KS. *Regional Finalist
  • List of Teachers Ranked as Excellent by Their Students – University of Illinois at Urbana-Champaign – RST 150 Foundations of Tourism  (2008)
  • First recipient of the Ziebarth Howe Graduate Student Award (2006)