Provide a model for the impact of mass media on the development of the tourism industry

Document Type : Research Paper

Authors

1 Director of Public Relations of Mazandaran University

2 Assistant professor, Department of media management, Noor Branch, Islamic Azad University, Noor, Iran.

3 Assistant Professor Department of management, Qaemshahr Branch, Islamic Azad Unuversity

4 Islamic Azad University, Ghaemshahr, Iran

10.22080/jtpd.2023.23350.3680

Abstract

Context and Purpose: In recent years, information technology has had a tremendous impact on all sectors of the tourism industry and has provided the basis for transformation, acceleration, and facilitation of affairs by creating an integrated platform. Therefore, the purpose of this study was to develop a model of the impact of mass media on the development of the tourism industry.
Design/methodology/approach: This research is a kind of developmental, quantitative, and correlational study of structural equation modeling. The statistical population of the present study consisted of managers and senior tourism experts in Mazandaran. 210 samples were randomly selected from them.
Findings: The correlation function with a path coefficient of 0.69, the continuity function with a path coefficient of 0.61, the entertainment function with a path coefficient of 0.59, and finally, the information function with a path coefficient of 0.56, respectively, have the greatest impact on industry development.
Conclusion: Therefore, it can be said that the media can change the attitude of tourists towards the tourist destination, and positive or negative advertisements in the media can affect the number of incoming tourists in countries.
Originality/value: The evidence and findings obtained from this research indicate that new horizons have been opened in relation to this topic, in such a way that it has helped to expand the boundaries of knowledge, solved existing problems, and will lay the groundwork for future researches.

Keywords

Main Subjects

References

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Journal of Tourism Planning and Development
Volume 12, Issue 44
May 2023
Pages 123-155

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