Press media coverage effects on destinations – A Monetary Public Value (MPV) analysis

Magí Castelltort and Gabriela Mäder

Tourism Management, 2010, vol. 31, issue 6, 724-738

Abstract: The present study examines the extent, source and nature of reporting about Spain as a tourist destination among Swiss German language newspapers. By testing a method based on the Monetary Publicity Value (MPV) the media coverage is quantified in order to arrive at a positive image of Spain among German Swiss print press. Results confirm that: a) familiarization-trips account for an important volume of positive news; b) culture and travel news are predominantly positive, a trend not pointed out by journalist researchers because generally they focus mainly on political or disaster reporting; c) effectiveness of destination image management among print media can be measured and therefore targeted.

Keywords: Destination image; Evaluation; Media effects; Spain (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:31:y:2010:i:6:p:724-738

DOI: 10.1016/j.tourman.2009.06.007

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