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ROLE OF ETHNIC PLACES IN MAINTAINING CULTURAL IDENTITY OF BUSINESS TRAVELERS by Wen-chyi Chen The purpose of this study was to gain a deeper understanding about the role of ethnic places in maintaining cultural identity of business travelers. A qualitative research design was employed for this study as cultural identity is unique and individualistic. A total often research partners, nine males and one female, who had at least a three-month business travel stay in the USA, participated in this study. Following data analysis, several themes emerged, among which were culture shocks, the experience at the grocery place, grocery store as a familiar place, and the role of the grocery store in the travel experience and adjustment. Ethnic places helped create a feeling of overall satisfaction with the travel experience. Practical applications supported by the study findings include travel marketers promoting ethnic places in a destination to attract more travelers in general to the destination and encourage business travelers to return to the destination. ACKNOWLEDGMENTS I would like to express my deepest gratitude to my committee chair, Dr. Gonzaga da Gama, for his valuable suggestions and guidance during this research experience. Without his support and help, this thesis would not have been possible. I also want to thank Dr. Ranjan Bandyopadhyay and Dr. Tsu-Hong Yen for their valuable advice during the preparation of this thesis. I want to specially acknowledge them for really taking time from their busy schedules to provide feedback on my thesis. I would particularly like to thank my parents in Taiwan for their incredible support. They gave me the opportunity to study abroad and support me during my studies in a foreign land. I want to extend special thanks to my mother who always encouraged me, even when she was suffering from an illness. Their selfless love empowered me to achieve my goal and arrive at this stage. When times were difficult, I could always count on them. Finally, I would like to say a word of thanks to my peers and friends Hao, Venus, and Marianne. We went through this graduate program together and always supported and encouraged each other. We shared the joy and sorrow during the process of completing our graduate education. And now we have all achieved our goal. Also I want to say a word of thanks to all the research partners who participated in this thesis. Without your participation, this thesis would not be a reality. A final expression of gratitude is to my friend Andrew who assisted in editing my thesis. I am indeed very happy that I am surrounded with so many friends who are always there to help and support me.

Role of ethnic places in maintaining cultural identity of business travelers