Factors influencing the preference and non-preference of digital media by travel agents
Dr. T Aswathanarayana, Saritha B
Digital media has become an essential tool for the successful information dissemination and publicity of a piece of information intended to be promoted in public. This paper analyses the usage and preference of digital media in promoting tourism products by travel agents or tour operator. The results of our study suggest that consumers are engaged in social networks for tourism trips and sharing the travel experience is one of the most important factors that influence the success of tourism promotion. The factors in our study have been identified through the literature review and the expert opinion. The experts chosen for the study are tourism operators in Bangalore, Karnataka. We use Interpretative structural modeling to analyze the interrelationship between the factors. This study results indicates, tourist destination is the most key influencing factors for tourism promotion in digital media.