The primary goal of this study was to determine if print media (newspapers and
magazines) play a role in tourist decision to visit a destination. Four objectives were
derived from the primary research goal.
The first objective was to analyse newspapers and magazines by means of a literature
study. This was achieved by looking at the strategic component of media planning in a
media strategy in the delivering of the advertising message. The problems facing media
strategies as well as the marketing mix for print media were briefly discussed. It was also
found that there are certain advantages as well as disadvantages in using newspapers and
magazines as advertising medium.
The second objective was to look at the process of travel decision-making. This was done
by looking at two models of travel decision-making. The process was discussed and it is
indicated where print media plays a role in each of the phases of the process. It was found
that pint media does play a role in each of the phases of the travel decision-making
process. This information is of great value for marketers of travel destinations to be
incorporated in their marketing plans.
The third objective was to reflect the result of the empirical research and to determine the
key success factors in print media that influenced tourist decision to travel. It was achieved
by collecting data in which structured questionnaires were completed by international
tourists in order to determine the role print media played in their decision to visit South
Africa. The questionnaires were distributed amongst 145 international tourists from all over
the world at Sun City in the Northwest Province of South Africa. Editorials in newspapers
and magazines seem to be more popular with the respondents than advertising but that
could be mainly because editorials are seen more credible than advertising.
The fourth objective was to make recommendations for effective use of print media to
attract tourist to visit a destination. Newspapers and magazines should play an important
role in the motivation phase of the decision-making process because it has a direct bearing
on the tourist decision to act. Newspapers and magazines are considered one of the
principal means to influence tourist's decision-making. Because newspapers and
magazines are usually not expensive, their high information content can motivate a tourist
to visit a destination. Magazines and newspapers can play an important role when
searched for additional information. The latter is high in information content and are mostly
credible. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2005.
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/584 |
| Date | January 2005 |
| Creators | Kotzé, Frederik Christiaan |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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