The Department of Parks, Recreation, and Tourism Management

Dr. William C. Norman

Email: wnorman@clemson.edu
Tel: 864-617-3582
Location: 275B Lehotsky Hall

B.S. University of Minnesota (Recreation Resource Management)
M.S. Michigan State University (Park and Recreation Resources)
Ph.D University of Minnesota (Recreation, Park and Leisure Sciences)

Research Interests:

Over the last 30 years Dr. Norman has conducted a wide range of recreation and tourism research for private, federal, state and local recreation and tourism organizations in South Carolina, North Carolina, Michigan, Minnesota, Virginia and Wisconsin.  His research has focused on community tourism development, leisure travel decision making, tourism marketing and the study of niche travel markets (i.e., agritourism, heritage tourism, sport tourism, fisheries tourism, culinary tourism and nature-based tourism).  His current research examines the contribution and impact of tourism to the sustainability rural and coastal communities and regions.  Dr. Norman works closely with graduate students from around the world conducting theoretically-based, applied recreation and tourism research that assists both the tourism industry and leisure service providers. 

Publications: (last 5 years)

Hallo, J. C., Beeco, J. A., Holly, F. M., Goetcheus, C. A., McGee. J., McGehee, N. G., & Norman, W. C. (in press). GPS as a method for assessing spatial and temporal use distributions of nature-based tourists. Journal of Travel Research.

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

Song, H. J., Lee, C. K., Norman, W. C. & Han, H. (in press). The Role of responsible gambling strategy in forming behavioral intention: An application of a model of goal-directed behavior. Journal of Travel Research.

Chancellor, H.C., Norman, W.C., Farmer, J.R., & Coe, E. E. (2010). Tourism organizations and land trusts: a sustainable approach to natural resource conservation? Journal of Sustainable Tourism, 19(7), 863-875. 

Draper, J., Woosnam, K. M., & Norman, W. C. (2011). Tourism use history: Exploring a new framework for understanding residents’ attitudes toward tourism. Journal of Travel Research, 50(1) 64-77.

Loda, M. D., Coleman, B. C., Norman, W. C., & Esposito, M. (2010). Comparing credibility: A website versus publicity. Journal of Applied Marketing Theory, 1(1) 67-81.

Woosnam, K. M., & Norman, W. C.  (2010). Measuring residents’ emotional solidarity with tourists: Scale development of Durkheim’s theoretical constructs. Journal of Travel Research, 49, 365-380.

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

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.

Grants and Self-funded Research Projects:

2009-11, Development of an Action plan to Increase Sustainable and Regionally Appropriate use of Natural and Historic Resources in Union County, South Carolina.  United States Forest Service. $90,000. Co-Principal Investigators: Jeffrey Hallo, William Norman and Robert Brookover.

2008-10, Pee Dee Regional Agritourism Initiative. United States Department of Agriculture, RBEG Grant # #005 46-039-576000254. $96,866. Principal Investigator: Blake Lanford. Co-Investigators: Dr. David Lamie, Dr. Robert Brookover, Laurie Jodice and Dr. William Norman.

2009, Tourism Product Development Plan for Pickens County, South Carolina. Pickens County Office of Special Programs, $15,000. Co-principal Investigators: William C. Norman and Robert Brookover.

2008-09, Building Sustainable Community-Based Economic Development and Management Linkages between Traditional Coastal-Dependent Business and South Carolina’s Recreation and Tourism Industry.  South Carolina Sea Grant Consortium, $101,103.  Co-Principal Investigators: William C. Norman and David Hughes.

2008-2009, Sustainable Tourism Destination/Centerpiece Project for Floyd and Patrick Counties in Southwestern Virginia in the Rocky Knob Area Associated with the Blue Ridge Parkway.  United States National Park Service and Blue Ridge Heritage, Inc., $266,202.  Co-Principal Investigators: Dr. Nancy G. McGehee (Virginia Tech) and Dr. Jeffrey Hallo (Clemson University).

2007-08, Oconee County Resident Survey. Oconee County, SC. $6,000.  Principal Investigator: William C. Norman.

2007-08, Thoroughbred Country Tourist Conversion and Destination Branding Study. Lower Savannah Council of Governments.  $14,000.  Principal Investigator: William C. Norman

2006-07, Recreation Resource Management Competency-Improvement Project.  USDA Forest Service, $46,978.14.  Co-Principal Investigators: William C. Norman and Dr. Brett Wight.

2006, Economic Impacts of a proposed Cycling Center in Rock Hill, South Carolina, Rock Hill Dept of Parks, Recreation and Tourism, $10,000.  Co-Principal Investigators: W. C. Norman and M. S. Henry.

2005-06, South Carolina Marine Recreational Fishing Needs Assessment for Prioritizing Extension/ Outreach and Research, South Carolina Sea Grant Consortium. $10,000. Co-Principal investigators:  William C. Norman and Laurie Jodice.

2005-06, Economic Impacts of a Proposed Velodrome in Rock Hill, South Carolina, Rock Hill Dept of Parks, Recreation and Tourism, $5,000.  Co-Principal Investigators: William C. Norman and Mark S. Henry.

2004-06, A Study of the Economic Impact of the MCI Heritage, Heritage Classic Foundation, $48,340.  Principal Investigator: Sheila J. Backman, Co-investigators: William C. Norman, Kenneth F. Backman, Robert Brookover and Mark Henry (Applied Economics and Statistics).

2003-05, Santee-Cooper Fishing Tourism Marketing Study, Recreation Boating and Fishing Foundation and Santee-Cooper Country, $27,230.  Co-Principal Investigators:  William C. Norman, Laurie Jodice, Gerard Kyle and Alan Marsinko (Department of Forestry).

2003-04, Shrimp and Culinary Tourism, Gulf and South Atlantic Fisheries Foundation, $41,000.  Co-Principal Investigators:  Laurie Jodice, Johnny MacGregor (Department of Food Science) and Marge Condrasky (Department of Food Science).

2003-04, Shrimp and Tourism in South Carolina, National Marine Fisheries Resources (NOAA), Part of the $400,000 Clemson University South Carolina Shrimp Fishery Assistance Project, $50,781.00. Co-Principal Investigators: William C. Norman Laurie Jodice. 

Courses Taught: Undergraduate:
  • PRTM 101 - Concepts of Leisure
  • PRTM 298 - Creative Inquiry (Culinary Tourism)
  • PRTM 301 - Recreation and Society
  • PRTM 309 - Behavioral Concepts in Parks, Recreation and Tourism Management
  • PRTM 345 - Tourism Management
  • PRTM 349 - Survey of Tourism Sites
  • PRTM 390 - Independent Study
  • PRTM 391 - Selected Topics (Tourism Management) now PRTM 345
  • PRTM 398 - Creative Inquiry (Culinary Tourism with Dr. Margaret Condrasky)
  • PRTM 404 - Field Training I
  • PRTM 405 - Field Training II
  • PRTM 406 - Senior Seminar (Travel and Tourism Emphasis)
  • PRTM 441 - Commercial Recreation
  • PRTM 444 - Tour Planning and Operations
  • PRTM 446 - Community Tourism Development
  • PRTM 490 - Senior Independent Study
  • LS 100 - Tourism Field Experience
  • FDSC 450 - Culinary Tourism Creative Inquiry (with Dr. Margaret Condrasky)
  • PRTM 641 - Commercial Recreation
  • PRTM 644 - Tour Planning and Operations
  • PRTM 646 - Community Tourism Development
  • PRTM 708 - Independent Study
  • PRTM 709 - Special Problems
  • PRTM 803 - Seminar in Recreation and Park Administration
  • PRTM 806 - Special Problems
  • PRTM 840 - Tourism Planning

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