Impact of Non-Advertisement Mass Media Tourism Contents on Tourists’ Choice of Destination (original) (raw)

Advertising has long been known as one of the major reasons for consumers' buying decision. Aside from advertising, buying decisions can be influenced by other indirect elements from the mass media. There have been studies in the past about tourism management and advertisement of tourism products in order to influence the decision making of potential tourists. However, very limited articles can be found that investigate the impact of contents from mass media on the consumers' decision making. This article investigates the impact of non-advertisement contents from mass media on the tourists' choice of destination. Samples were gathered from 188 consumers and analyzed whether the tourism contents on mass media affect their choice of holiday destination. This study categorized the media into 3: Internet, Print Media, and Television. Data were processed with SPSS, and a test was performed for R (correlation) and R Square (Impact) of non-advertising media contents on the tourist's choice of destination. This resulted in R at 0.695, and R Square at 0.483. The research also analyzed each individual media group's impact, which resulted at 0.583 for the Internet, 0.436 for the newspaper, and 0.592 for television.