The Impacts of Mass Media on Organic Destination Image: A Case Study of Singapore |
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Authors: | Dan Wang HweeLeng Chan Steve Pan |
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Affiliation: | 1. School of Hotel &2. Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kongd.wang@polyu.edu.hk;4. Hong Kong Westminster Travel, Ltd., Kowloon, Hong Kong;5. Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong |
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Abstract: | The shaping of organic destination image received limited investigation though it is an important factor influencing destination image and tourist's intention to travel. This study explores the impacts of mass media on shaping the organic destination image of tourism destinations. The organic destination images of Singapore in the views of Hong Kong residents were explored. This study explores the consumers' subconscious awareness of Singapore, and identifies that organic destination images are the outcome of readers' assimilation of material from newspapers, publications and books. The findings also demonstrate the process underlying the changes of organic destination images due to the information feeding of mass media. The findings indicate the importance for destination marketing organizations to monitor the new reports related to the destination in its main tourist origin countries/regions, and strategically deploy their marketing efforts to leverage the impacts of positive news reports, minimize the negative influence of unfavorable news. |
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Keywords: | destination image organic image mass media effects the ZMET method Singapore |
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