SPI transmits bytes. That's the first thing you need to understand. A string is represented as a sequence of bytes in which each byte is the ASCII codes of a character in the string. Thus, the conversion of a string to a byte array as shown in the example will give you the array of ASCII codes that you then transmit over the SPI interface. The processor should be able to interpret the array of bytes (ASCII codes) as the string. Did you write the code on the processor?