Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Influence of Television Travel Shows on Viewers Purchase Behavior

Author(s): Rakhi Raturi

Travelling is considered to be an activity of rejuvenation for families and individuals. There is an extensive thought process and planning done by consumers, especially for the long vacations. How would a person decide on a particular destination? Can media content be considered a strong external influence for travel. The purpose of this paper is to assess the possible influences of travel-based Television shows on the viewers’ awareness of a destination. The travel-based purchase decisions may also be related to the type of lodging chosen and the eateries and restaurant visited. According to the data results, travel-related awareness of consumers increased after watching the shows, the results revealed some differences with respect to the demographic traits. The Travel shows on television provide a visual appeal to the destinations featured and thus can be considered an appropriate marketing tool for Tourism and hospitality related Brands.