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In recent years , destination marketers have experienced increasing pressure to
compete in niche marketing , where critical analysis of each unique target market’s
consumer needs is essential for marketing success . Destination marketers spend
considerable time and financial resources identifying , characterizing and accommodating
consumer needs in niche markets . Meanwhile , consumers are utilizing all aspects of
information technology to plan , book , and better inform their travels . Youths’ growing
participation and influence in the travel and tourism industry has received moderate
attention both conceptually and empirically . Furthermore , despite the increasing
availability of travel information online , youths’ predisposition toward media usage and
their growing propensity toward travel and tourism , there has been relatively little to no
attention paid towards young travelers’ use of the Internet as a multifaceted travel
information source .
This thesis focused on broadening our knowledge of young travelers online travel
information search behavior within the context of media -induced tourism . Taking a
netnographic approach , this study explored how electronic word -of -mouth regarding travel destinations , products and services is mediated through Internet technology ,
specifically how online communities and online discussion forums are utilized as
important venues , which support conversations among travelers (Wang , Yu &
Fesenmaier , 2002 ; Wang & Fesenmaier , 2004 ) . Study results supported previous
arguments that online communities and social networking play an important role in
mediating travel information search and decision -making , especially for youth , fan
culture and media -induced tourism . The overall findings , limitations to this study ,
suggestions for future research , and practical and theoretical implications are discussed . |
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