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  • All fields: Tourism
(97 results)



Display: 20

    • Page 11

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    • 1 Chapter I Introduction, Literature Review, and Problem Statement Over 920 million tourists traveled internationally in 2008, with more than half traveling for leisure (World Tourism Organization [UNWTO], 2009). Tourist spending in 2008 reached US...
    • Page 20

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    • 10 For instance, ―100% Pure Assurance‖ marks a symbol for quality accommodations in New Zealand (New Zealand Tourism Board, 2010, para. 6). Other alterations could promote adventure, romance, education, spirituality, or value while still tying...
    • Page 111

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    • 101 Chapter V Article II: Influencing Destination Image and Visiting Intent Using Communication Mix: A Case Study of Austria Abstract Identifying the factors that influence destination image and visiting intentions helps tourism planners...
    • Page 112

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    • 102 roughly 253 visitors per 100 inhabitants (Statistics Austria, 2010). Tourism contributes significantly to the national income and employment level. The current share of tourism-induced gross value added has topped 10% of GDP as of 2008...
    • Page 113

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    • 103 Exploratory research was conducted to identify and measure the relationships between information sources, socio-cultural preferences, and travel motives on destination image and visiting intentions. An adaptation of the study conducted...
    • Page 114

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    • 104 Internet advertising. The Internet is increasingly considered one of the most effective ways to advertise since the Internet has several advantages over the traditional forms of advertising in the travel and tourism industry, including...
    • Page 115

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    • 105 There are several important factors to consider when promoting a destination image. For example, when an image is projected by the local tourism industry it should be anchored to some extent on a true destination identity. This strategy...
    • Page 116

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    • 106 Media tourism. The use of media as a form of tourism advertising has been a popular topic of interest in recent years. Tourism can be generated by books, movies, TV shows and every level of cultural activity. The media greatly affects what...
    • Page 117

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    • 107 Research Methodology Research design. The research methodology was multi-phased, with the initial phase being a pilot study of the survey instrument, followed by structural equation analysis of the final survey data. The objective of this...
    • Page 118

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    • 108 sources such as referrals from family, friends and work colleagues (McCartney et al., 2008; Sönmez & Sirakaya, 2002; and Dore & Crouch, 2003). Respondents were asked whether or not they heard about Austria from individual advertising sources...
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    • 11 Media tourism. The use of media as a form of tourism advertising has been a popular topic of interest in recent years. Tourism can be generated by books, movies, TV shows and every level of cultural activity. The media has a great effect on what...
    • Page 22

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    • 12 for nor be able to produce (Bolan & Williams, 2008). Movies can showcase a destination‘s natural scenery, historical background, and culture. Austria is not exempt from this phenomenon. Since the release of The Sound of Music in 1965, many...
    • Page 138

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    • 128 Hypothesis 1: Information sources have a positive effect on travel motive Hypothesis 1 predicted that information sources would positively affect travel motive and was supported with a coefficient of 0.264. Respondents indicated sources...
    • Page 139

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    • 129 Hypothesis 3: Information sources have a positive effect on visiting intention Hypothesis 3 predicted that information sources would positively affect visiting intention, but this result was not supported. With positive influence of...
    • Page 23

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    • 13 from these could be as simple as the need to escape and experience something new. Push and pull factors such as these can be used in exploring why travelers visit Austria as well as the effectiveness of the communication channels in promoting...
    • Page 140

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    • 130 Hypothesis 6 predicted that travel motive has a positive effect on visiting intention and was supported with a coefficient of 0.138; supporting results of the previous study conducted by McCartney, Butler and Bennett (2008). A strong...
    • Page 141

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    • 131 compared with previous research travel motives for respondents of this study are similar to those surveyed for Macao (McCartney et al., 2008). Such motives as relaxing physically and mentally and experiencing a new culture were determined to be...
    • Page 142

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    • 132 tourism authorities may need only to ensure that relevant information reaches the specified target audience. Hypothesis 3 predicted that information sources would positively affect visiting intention and was also not supported by this study....
    • Page 143

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    • 133 Hypothesis 5 predicted that travel motive has a positive effect on destination image and was supported with a coefficient of 0.118. When prospective visitors have high travel motivation, they tend to have strong destination image of Austria....
    • Page 144

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    • 134 Since a primary goal of destination marketers is to attract new visitors, this strong destination image of Austria for socio-cultural tourism can be used to increase the visiting intention of travelers. Cities such as Salzburg and Vienna appeal...

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