For the second year in a row, a Master of International Communication students won the prestigious Eurprera award for the best thesis in PR. Beatriz de Urquijo Isoard’s thesis was chosen out of theses from over 40 countries.
The award for best Master thesis is annually handed out by the most important European academic network organization in the field of communication: the European Public Relations Education and Research Association (EUPRERA). Master of International Communication (MIC) student Beatriz de Urquijo Isoard master thesis Experience Marketing and Destination Branding: A Qualitative Study of Spanish Consumers’ Decision-Making Process and Image Perception of Mexico and its Magical Towns as a Cultural Touristic Destination impressed the jury thoroughly. They commented:
“The author makes a significant contribution to the field of nation’s brand building and experience marketing and consequently to the one of cultural tourism. She studied image formation processes of Mexico among tourists, contributing in this way to a clearer understanding of the links between expectations, perceptions and decision-making about a certain object. An innovative qualitative multi-method approach is applied comparing focus groups with projective techniques. The results are relevant for public relations scholars and practitioners particularly those working and/or researching the tourism sector. The thesis is well written, well-structured and methodologically innovative.”
With her prize, Beatriz is the second student of the MIC to win this award. In 2013 MIC-alumna Grace Omondi won the prize, which earned her a place on the Hanze Walk of Fame.