Preliminary communication

INFLUENCE OF MEDIA ON CREATION OF A TOURIST DESTINATION IMAGE

Mario Šantić ; Chamber of Commerce, Mostar, Bosnia and Herzegovina
Arnela Bevanda ; Faculty of Economics, University of Mostar, Bosnia and Herzegovina
Sanja Bijakšić ; Faculty of Economics, University of Mostar, Bosnia and Herzegovina

Abstract

The goal of this research is, using certain statistic techniques, to analyse the intensity of influence of various media on a tourist destination image creation. It is therefore necessary to research, analyse and determine every single intensity and potentiality of effects of various media on creation of tourist destination image. Furthermore, this statement presents the major part of the problem which this paper has been trying to research and solve systematically. Based on the research goal, the following hypothesis was set: Different media have different intensity of influence on creation of tourist destination image. The sample included 1,000 respondents. The primary data was collected through field research, using the survey technique. Internal consistency, that is, reliability of each measurement scale was tested by Cronbach alpha coefficient. The hypothesis was tested by linear multiple regression method. Necessary analysis and testing were made by using R-programming language. The research results have confirmed the hypothesis and shown that different media have different intensity of influence on creation of tourist destination image.

Keywords

tourist destination; image factors; media

Hrčak ID:

173847

URI

https://hrcak.srce.hr/173847

Publication date:

30.12.2016.

Article data in other languages: croatian

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