The Impact of Different Types of Media on Tourists' Behavioral Intentions

Authors

Jihwan Park, Florida International UniversityFollow

Document Type

Thesis

Degree

Master of Science (MS)

Major/Program

Hospitality Management

First Advisor's Name

Myongjee Yoo

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Jinlin Zhao

Second Advisor's Committee Title

Committee Member

Third Advisor's Name

Miranda Kitterlin

Third Advisor's Committee Title

Committee Member

Keywords

Media, Media-induced Tourism, Behavioral Intention, Tourist Behavioral Intention

Date of Defense

3-26-2015

Abstract

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.

Identifier

FI15032194

Recommended Citation

Park, Jihwan, "The Impact of Different Types of Media on Tourists' Behavioral Intentions" (2015). FIU Electronic Theses and Dissertations. 1757.
https://digitalcommons.fiu.edu/etd/1757