The thesis investigates the influence of media consultation habits as the developers of risk perceptions among young travelers. It deals with the information-seeking practices of individuals aged 18 to 29 by scrutinizing the extent to which certain media channels are sought out to inform themselves about travel-related risks. By employing a quantitative research approach and collecting data through a web-based questionnaire, the study investigates the role of various information channels by measuring the degree to which they are sought out by the respondents. The findings reveal that legacy media is the most trusted source for risk information among young travelers, surpassing social media and other channels. This unexpected result highlights the significant role of traditional media in shaping risk perceptions despite the prevalence of digital platforms. The study's conclusions are intended to serve tourism professionals and destination managers seeking to enhance communication strategies and manage tourists' risk perceptions effectively.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129825 |
| Date | January 2024 |
| Creators | Pianigiani, Ivan, Holm, Peter |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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