The primary purpose of this study was to examine how much different types of media affect a tourist’s decision when choosing a destination to travel. Further, this study attempted to investigate the impact of the different types of media on a tourist’s behavioral intentions. A primary field survey was designed for this study to collect data and multivariate analysis of variance (MANOVA) was performed to analyze the data and test the hypotheses. As a result, the most influential media form for choosing a destination to travel was social media, while brochure ranked the last. Subsequently, demographic factors showed noticeable propensities for the different types of media. Lastly, media types had a significant impact on three behavioral intentions for traveling as well. Study findings are expected to provide valuable information to better utilize the media as a marketing tool for the tourism industry.
| Identifer | oai:union.ndltd.org:fiu.edu/oai:digitalcommons.fiu.edu:etd-3026 |
| Date | 26 March 2015 |
| Creators | Park, Jihwan |
| Publisher | FIU Digital Commons |
| Source Sets | Florida International University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | FIU Electronic Theses and Dissertations |
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