Department of Parks, Recreation and Tourism Management

CURRICULUM VITAE

Name:

William Clayton Norman, Ph.D.

Associate Professor

Department of Parks, Recreation and Tourism Management

Clemson University

263 Lehotsky Hall

Clemson, South Carolina 29634-0735

864.656.2060 (voice)

864.617.3582 (cell)

864.656.2226 (fax)

Education:

Doctor of Philosophy, 1995, Division of Recreation, Park and Leisure Services, University of Minnesota, Minneapolis, Minnesota, Dissertation: The Influence of Perceived Constraints on the Generic Travel Decision.

Master of Science, 1987, Department of Park and Recreation Resources, Michigan State University, East Lansing, Michigan, Plan B: A Descriptive Profile of Michigan's Bed and Breakfast Industry.

Bachelor of Science, 1980, Department of Forest Resources (Recreation Resource Management), University of Minnesota, St. Paul, Minnesota.

Associate of Applied Science, 1978, Itasca Community College, (Pre-Forestry), Grand Rapids, Minnesota.

Professional Training:

Teaching Assistantships:

1988-1990, Teaching Assistant, Division of Recreation, Park and Leisure Studies, University of Minnesota.

1982-1983, Teaching Assistant, Department of Park and Recreation Resources, Michigan State University, East Lansing, Michigan.

Research Assistantships:

1989 (summer), Research Assistant, Department of Forest Resources, University of Minnesota, St. Paul, Minnesota.

1988 (summer), Research Assistant, Tourism Center, University of Minnesota Extension Service, St. Paul, Minnesota.

1987-1988, Research Assistant, Department of Forest Resources, University of Minnesota, St. Paul, Minnesota.

1983-1984, Research Assistant, Department of Park and Recreation Resources, Michigan State University, East Lansing, Michigan.

Academic Appointments:

August 2010 to Present, Associate Professor, Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, South Carolina. Appointment: Teaching (100%).

July, 2006 to July 2010, Associate Professor, Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, South Carolina. Appointment: Teaching (74%), Public Service Activity – Research (26%).

May, 2001 to July, 2006, Associate Professor and Director, Recreation, Travel and Tourism Institute (RTTI), Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, South Carolina. Appointment: Teaching (38%), RTTI (36%), Public Service Activity – Research (26%).

August, 1995 to May, 2001, Assistant Professor and Director, RTTI, Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, South Carolina. Appointment: Teaching (38%), RTTI (36%), Public Service Activity – Research (26%).

September, 1992 to July, 1995, Marketing Specialist, Tourism Research and Resource Center, University of Wisconsin-Extension, Madison, Wisconsin.

January, 1991 to June, 1992, Instructor, Leisure Studies Program, Department of Health, Leisure, and Exercise Science, Appalachian State University, Boone, North

September, 1984 to August, 1986, Instructor, Recreation Program, Department of Health, Physical Education and Recreation, Ferris State College, Big Rapids, Michigan.

Honors and Awards:

Professional:

2006, J. Desmond Slattery Professional Marketing Award. Presented at the Travel and Tourism Research Association's Annual Conference, Dublin Ireland, June 16, 2006. Project Title:

Norman, W. C., Jodice, L. & Condrasky, M. South Carolina Shrimp "Sea" the Difference brochure

2000, Best Research Paper Award, Travel and Tourism Research Association’s 31st Annual Conference, Burbank, California, June 13, 2000. Title of paper:

Petrick, J. F., Morais, D. D., & Norman, W. C. (2000). An examination of the determinants of entertainment vacationers’ intentions to revisit.

1999, Best Research Paper Award, Travel and Tourism Research Association’s 30th Annual Conference, Halifax, Nova Scotia, Canada, June 22, 1999. Title of paper:

Frauman, E., Norman, W. C., & Martin, B. S. (1999). The efficacy ofmindfulness in the market segmentation of nature tourists.

1997, Visiting Scholar Award, National Tourism Foundation, Lexington, Kentucky.

College:

2010, Award of Excellence in Graduate Student Advising/Mentoring, College of Health, Education and Human Development, Clemson University.

Supervised Graduate Students:

2010, NTA Luray Caverns Graduate Research Scholarship, $3,000. Tourism Cares, Canton, MA. Title of Proposal:

Lacher, R. G. (2010). Sustainable certifications in the cruise industry:A stated preference choice modeling based study of consumer demand.

2008, NTA Luray Caverns Graduate Research Scholarship, $3,000. Tourism Cares, Canton, MA. Title of Proposal:

Ying, T. (2008). Segmenting tourist market based on visitors’ destination cultural

consumption patterns.

2006, Best Student Paper Award, Southeast Travel and Tourism Research Association’s Research Symposium, March 28, 2006. Title of Paper:

Wooten, M. H. & Dixon, A. W. (2006). The sport and museum connection: Assessing spectator satisfaction at a golf tournament using museum research.

2005, Best Student Paper Award, Southeast Travel and Tourism Research Association’s Research Symposium, March 21, 2005. Title of Paper:

Shenoy, S. (2005). Culinary tourism.

2000, Masters Student Research Award, Travel and Tourism Research Association’s 31st Annual Conference, Burbank, California, June 13, 2000. Title of thesis:

Ross, S. D. (1999). The use of conjoint analysis in the development of a new interpretive center.

Editorial Boards:

2006 to Present, Member, Editorial Review Board, Journal of Travel Research.

1999-Present, Member, Journal of Quality Assurance in Tourism and Hospitality.

2004-2008, Member, Editorial Board, Advances in Hospitality and Leisure.

1997, Associate Editor, Special issue on Resource acquisition in natural resources, recreation and tourism management in the Journal of the Academy of Park and Recreation Administration.

Membership and Service in Professional Societies:

1989-2010, Travel and Tourism Research Association, Board of Directors (2000-2003).

1991-2010, National Recreation and Park Association, SPRE-TTRA Liaison (1998-2002).

Major Research Interests:

Regional tourism planning
Rural tourism development
Community tourism marketing
Leisure travel decision making
Constraints to leisure travel
Special interest tourism (i.e., culinary tourism, agritourism, sport tourism nature-based tourism)
The social, cultural and economic impact of tourism
The American Vacation

Publications:

Articles(Refereed):

Dixon, A. W., Backman, S., Backman, K., & Norman, W. (submitted). Expenditure based segmentation of sport tourists. Journal of Sport and Tourism.

Draper, J., Woosnam, K. M., & Norman, W. C. (in press). Tourism use history:Exploring a new framework for understanding residents’ attitudes toward tourism. Journal of Travel Research.

Chancellor, H.C., Norman, W. C, Farmer, J., & Coe, E.E. (in press). Tourism organizations and land trusts: A sustainable approach to natural resource conservation? Journal of Sustainable Tourism.

Woosnam, K. M., & Norman, W. C. (in press). Measuring residents’ emotional solidarity with tourists: Scale development of Durkheim’s theoretical constructs. Journal of Travel Research.

Wooten, M. H. & Norman, W. C. (2009). Using the ratings grid in tourism/event management.International Journal of Culture, Tourism and Hospitality Research, 4(3) 347-360.

Woosnam, K. M., Norman, W. C. & Ying, T. (2009). Exploring the theoretical framework of emotional solidarity between residents and tourists. Journal of Travel Research, 48, 245-258

Jodice, L. and Norman, W. (2008). Seafood Tourism. In Luck, M. ed. Encyclopedia of Tourism and Recreation in Marine Environments. CABI International, UK.

Kleiber, D., McGuire, F. A.., Aybar-Damali, B. & Norman, W. (2008). Having more by doing less: The paradox of leisure constraints in later life. Journal of Leisure Research, 40, 343-359.

Wooten, M. H. & Norman, W. C. (2008). Differences in art festival visitors based on level of past experience. Event Management, 11(3) 109-121.

Deale, C., Norman, W., & Jodice, L.W. (2008). Marketing locally harvested shrimp to South Carolina coastal visitors: The development of a culinary tourism supply chain. Journal of Culinary Science & Technology. 6(1), 5-23.

Kyle, G. T., Absher, J. D., Norman, W., Hammitt, W. E., & Jodice, L. (2007). A modified involvement scale. Leisure Studies, 26(4): 399–427.

Kyle, G. T, Norman, W., Jodice, L., Graefe, A., & Marsinko, A. (2007). Segmenting anglers using their consumptive orientation profiles. Human Dimensions of Wildlife, 12(2) 115-132.

Loda, M. D., Norman, W. C., & Backman, K. F. (2007). Advertising and publicity: Suggested new applications for tourism marketers. Journal of Travel Research, 45, 259-265.

Daniels, M. J., Loda, M. D., & Norman, W. C., (2005). Always on my mind: recall of daily travel occurrences. Journal of Travel and Tourism Marketing, 18(3), 1-10.

Loda, M. D., Norman, W. C., & Backman, K. F. (2005). How potential tourists react to mass media marketing: advertising versus publicity. Journal of Travel and Tourism Marketing, 18(3), 63-69.

McGuire, F. A., Norman, W. C., & O’Leary, J. (2005). Leisure constraints in the young old, old old and oldest old. Advances in Hospitality and Leisure, 1, 25-42.

Wang, Y., Norman, W. C., & McGuire, F. A. (2005). Travel constraints among mature visitors to Wisconsin’s Northwoods. Tourism Review International, 8, 263-279.

Daniels, M. J., Norman, W. C., & Henry, M. S. (2004). Estimating income effects of a sport tourism event. Annals of Tourism Research, 31, 180-199.

Frauman, E., & Norman, W. (2004). Mindfulness as a tool for managing visitors to tourism destinations. Journal of Travel Research, 42(4), 381-389.

Daniels, M. J., & Norman, W. C. (2003). Estimating the economic impacts of seven regular sport tourism events. Journal of Sport Tourism, 8, 214-222.

Frauman, E., & Norman, W. (2003). Managing visitors via “mindful” information services: one approach in addressing sustainability. Journal of Parks and Recreation Administration, (21)4, 87-104.

Ross, S., Norman, W., & Dorsch, M. (2003). The use of conjoint analysis in the development of a new recreation facility. Managing Leisure: An International Journal, 8, 227-244.

McGehee, N. G., & Norman, W. C. (2001). Alternative tourism as impetus for consciousness-raising. Tourism Analysis, 6(3/4) 239-251.

Norman, W. C., Daniels, M. J., McGuire, F. A. & Norman C. A. (2001). Whither the mature market: An empirical examination of heterogeneity versus homogeneity in the travel motivations of neo-mature and veteran mature markets. Journal of Hospitality and Leisure, 8(3/4) 113-130.

Petrick, J. F., Morais, D. D., & Norman, W. C. (2001). An examination of the determinants of entertainment vacationers? intentions to visit. Journal of Travel Research, 40(1) 41-48.

Petrick, J. F., Backman, S. J., Bixler, R. Norman, W. C. (2001). Analysis of golfer motivations and constraints by experience use history. Journal of Leisure Research, 33, 56-71.

Bignon, V. N., Hammitt, W. E., & Norman, W. C. (1999). French perceptions and images of the United States as a destination country. Tourism Analysis, 3, 159-171.

Klenosky, D. J., Frauman, E., Norman, W. C., & Gengler, C. E. (1999). Nature-based tourists’ use of interpretive services: A means-end investigation. Journal of Tourism Studies, 9 (2), 26-36.

Frauman, E., Norman, W. C., & Klenosky, D. J. (1998). The application of means-end theory to understanding visitors within a nature-based interpretive setting: A quantitative and qualitative comparison of methods. Tourism Analysis, 2, 161-174.

Sheppard, A. G., Norman, W. C., Grove, S. J., McLellan, R. W., & McGuire, F. A. (1998). Lasting service products: Satisfaction, repurchase intention and long term experience. Tourism Analysis, 2, 207-212.

Wood, M. E., Norman, W., Frauman, E. & Toepper, L. (1996). The Green Evaluation Program: Preliminary results from a pilot ecotourism monitoring program for nature tour operators. Yale Forestry & Environmental Studies Bulletin, 99, 211-231.

Articles (Not Refereed):

Kibler, T., Norman, W. C., & Ross, S. (September, 1999). S.C. Lacking Nature? Some Tourists Think So. Woodall’s Campground Management, 30 (9), 7.

Norman, W. (1996). A perspective on recreational use of South Carolina rivers. South Carolina River News. 2(3), 1-2.

Norman, B. (1993). What are some ways to generate positive word-of-mouth communication from current visitors to the community? In Koth, B., Kreag, G., & Robinson, M. (Compilers), Q & A about rural tourism development (p. 108). St. Paul, Minnesota: Tourism Center, University of Minnesota.

Norman, B. (1993). How can rural communities get travelers off the interstate and major highways and into their town? In Koth, B., Kreag, G., & Robinson, M. (Compilers), Q& A about rural tourism development (pp. 112-113). St. Paul, MN: Tourism Center, University of Minnesota.

Norman, W. C., Lime, D. W., & Roggenbuck, J. W. (1989). New directions in river resource management: A look at agency-outfitter partnerships. Western Wildlands: A Natural Resources Journal, 15(3), 18-23.

Book Chapters:

Wooten, M. H. & Norman, W. C. (2008). Chapter 12: The meaning of special events. In Woodside, A. & Martin, D. (Eds.), Tourism management: analysis, behavior and strategy. Oxfordshire, United Kingdom: CABI.

McGuire, F. A., & Norman, W. C. (2005). Chapter 6: Leisure, constraints, and ageing. In Jackson, E. (ed.). Constraints to leisure. State College, PA: Venture Publishing, Inc.

Book Review:

Pearce, P. L., Moscardo, G. & Ross, G. F. (1996). Tourism Community Relationships. Tarrytown, New York: Pergamon for the 1998 volume of Schole, A Journal of Leisure Studies and Recreation and Evaluation.

Technical and Research Reports:

Harrill, R. (2010). A development and economic impact study of the South Carolina National Heritage Corridor: A roadmap for economic development. Technical report submitted to the South Carolina National Heritage Corridor, 197 pp. University of South Carolina-Clemson University Tourism Research Partnership and the Alfred P. Sloan Foundation Travel & Tourism Industry Center. (Member).

Wooten, M. H., Norman, W. C., McGuire, F. A. & Ahn, Y. J (2010). Senior Travel Program of Florence County, SC Parks and Recreation Department. Technical report submitted to Florence County Parks and Recreation Department, 62 pp. The University of North Carolina at Pembroke and Clemson University.

Norman, W. C., Ying, T. & Chen, X. (2010). Thoroughbred Country tourist conversion and destination branding study, 37 pp. Technical report submitted to the Lower Savannah Council of Governments. Department of Parks, Recreation and Tourism Management, Clemson University.

Goetcheus, C., Hallo, J. C., McGee, J. A., McGehee, N., Norman, W. C., Oh, C. O (2009). Rocky Knob sustainable tourism centerpiece project: final report. 194 pp. Technical report submitted to Blue Ridge Heritage Incorporated. Virginia Polytechnic and State University and Clemson University.

Woosnam, K. M. & Norman, W. C. (2008). Identifying with tourists: Examining the emotional solidarity of Beaufort County, South Carolina residents with tourists in their community, 12 pp. Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, SC.

Woosnam, K., Jodice, J. W., Norman, W. C. (2008). South Carolina marine recreational fishing needs assessment for prioritizing extension, outreach and research, Project report for the South Carolina Sea Grant Consortium, 125 pp. Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Norman, W. C., Kyle, G., Marsinko, A., & Jodice, L. W. (2006). The development and implementation of a strategic tourism marketing plan for fishing and boating on South Carolina’s Santee Cooper Lake, 81 pp.Project survey report for the Santee Cooper Counties Promotion Commission and the Recreational Boating and Fishing Foundation. Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Jodice, L. W., Norman, W. C., Condrasky, M. Howell, D., Shenoy, S., McElroy, K. E., Dayton, M., & Wooten, M. (2006). Developing the shrimp-tourism relationship through a combination of culinary research, chef training and Tourist Education, 73 pp. Final report for the Guland South Atlantic Fisheries Foundation.Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Norman, W. C., Kyle, G. Marsinko, A. & Jodice, W. (2005). Santee Cooper Country visitor survey, 20 pp. Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Rozier, S. A. J., Backman, K. F. & Norman, W. C. (2005). Analysis of Charleston tourists and their motives and intentions of visiting Berkeley County, 71 pp. Department ofParks, Recreation and Tourism Management, Clemson University.

Rozier, S. A. J., Backman, K. F. & Norman, W. C. (2005). Analysis of Berkeley County tourists, 79 pp. Department ofParks, Recreation and Tourism Management, Clemson University.

Norman, W. C. & Shenoy, S. (2005). The Fran Hanson Discovery Center: A visitor profile and enquiry into the theme and efficacy of its purpose: Executive Summary, 9 pp. Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Norman, W. C. and Wooten, M. (2004). A profile of visitors to the South Carolina Botanical Gardens: Visitation to the Devotion of the Sunflower and the nature-based sculpture program, 50 pp. Report submitted to South Carolina Botanical Garden and the South Carolina Arts Commission. Clemson, SC: Recreation, Travel and Tourism Institute, Clemson, University.

Norman, W. C., Henry, M. S., & Rice, R. D. (2002). Final report: A comprehensive analysis of the current and potential economic impact of sport tourism in South Carolina, 5 pp. Submitted to South Carolina Commission on Higher Education. Clemson, SC: Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Chancellor, H. C. & Norman, W. C. (2002). A 2001 summer profile of visitors to Jackson County, North Carolina. Report presented to Jackson County Travel and Tourism Authority, Cullowhee, North Carolina, 60 pp. Clemson, SC: Recreation, Travel and Tourism institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Henry, M. S., & Norman, W. C. (2002). Economic impact of a multi-purpose soccer complex in Rock Hill, South Carolina, 43 pp. Submitted to City of Rock Hill Parks, Recreation and Tourism, Rock Hill, South Carolina. Clemson, SC: Regional Economic Development Research Laboratory and Recreation, Travel and Tourism Institute, Clemson University.

Daniels, M. J., & Norman, W. C. (2002). The impact of the 2001 Big League World Series, 16pp.Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2002). The impact of the 2001 Carolinas Golf Association Senior Amateur Championship, 8pp. Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2002). The impact of the 2001 Soccer Six National Championships, 6pp. Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2002). The impact of the 2001 St. Giles Youth Soccer Classic., 17pp.Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2002). The impact of the 2001 Colonial Cup Horse Races., 2pp.Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2001). The impact of the 2001 Cooper River Bridge Run, 35pp.Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2001). The impact of the 2001 NSA Girls Fastpitch World Series, 30pp. Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2001). The impact of the 2001 Palmetto Tennis Championships, 9pp. Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Daniels, M. J., & Norman, W. C. (2001). The impact of the 2001 Southeast Regional Championship Regatta, 4pp.Clemson, S.C.: Recreation Travel & Tourism Institute, Department of Parks, Recreation & Tourism Management, Clemson University.

Norman, W. C. & Petrick, J. F. (1999). The Myrtle Beach Entertainment Holiday inquiry conversion study July 1997 - June 1998: final report. Report prepared for Myrtle Beach Entertainment Holiday, Myrtle Beach, SC, 29 pp. Clemson, SC: Recreation, Travel and Tourism Institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Backman, S. J., Backman, K. F., Henry, M., Norman, W. C., Daniels, M. J., & Petrick, J. F. (1999). The impact of the 1999 MCI Classic - The Heritage of Golf. Report prepared for the Heritage Classic Foundation, Hilton Head Island, South Carolina, 109 pp. Clemson, SC: Department of Parks, Recreation and Tourism Management, Recreation Travel and Tourism Institute and Regional Economic Development Research Laboratory, Clemson University.

Bacon, R., Kibler, T., & Norman, W. C. (1999). Final Report: Implementation and

evaluation of a nature-based tourism packaging - business model. Reference: TR97.033-7319-02. Report prepared for the National Coastal Resources Research and Development Institute, Portland Oregon, 76 pp. Clemson, SC: Recreation, Travel and Tourism institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Martin, B., Norman, W. C., McClinton, T., Ross, S., Krout, J. & McMillan, W. (1998). A profile of visitors to National Estuarine Research Reserves: implications for interpretive programs. Report prepared for The Sanctuaries and Reserves Division, National Oceanic Atmospheric Administration, United States Department of Commerce, Silver Spring, Maryland, 90 pp. Clemson, SC: Recreation, Travel and Tourism institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Martin, B. S., Norman, W. C., & Ross, S. D. (1998). Proposed Edisto Island interpretive center report. Report prepared for The Office of Ocean and Coastal Resource Management, National Oceanic Atmospheric Administration, United States Department of Commerce, Silver Spring, Maryland, 38 pp. Clemson, SC: Recreation, Travel and Tourism institute, Department of Parks, Recreation and Tourism Management, Clemson University.

Norman, W. C., & Neidermeyer, M. N. (1997). 1997 South Carolina Upcountry travel survey: An analysis of Discover Upcountry Carolina Association inquirers. Report prepared for the Discovery Upstate Carolina Association, Greenville, South Carolina. Clemson, SC: Recreation, Travel and Tourism institute, Department of Parks, Recreation and Tourism Management, Clemson University.