| dc.description.abstract | Regarded as one of the world’s largest economic sector, tourism nowadays witnesses increasing diversifications and competitions not only between businesses but also destinations experiences. This urges tourism practitioners to find ways to enhance prospective travelers’ awareness of the place and attract people come to visit. The information and content people are fed with daily are considered a major mean that allows them to acknowledge a specific destination, in other words, media content exposure can establish one’s aspiration to visit and later intent to travel to that destinations. Therefore, the linkage between destination and people under the impact of different media forms is a preeminent question of this research. On the grounds of precedent studies, a conceptual framework is proposed to clarify the aforementioned relation. Samples were conducted from 300 Ho Chi Minh City’s citizens and analysed using quantitative approach. The inferred results suggested that the experience on both tradidional media and social media exert influences on behavioural intention to travel through the mediating role of desire and destination content gratification. This finding theoretically and practically contributes to future research and provide recommendations for tourist companies to create more sufficient advertising strategies.
Keywords: mass media, content exposure, travel intention, media experience, content gratification, social media. | en_US |
