STUDY: Media Coverage Has Little Influence on Consumers' Travel Decisions

Here’s an interesting, somewhat contradictory finding from our friends at travel blog Skift.

Turns out that media coverage of a given destination wields little, if any, influence when it comes to determining where consumers will take their next vacations.

If true, this finding might require some travel/leisure-focused firms to adjust their strategies…

First: unlike most marketing research pieces, this one was extensive: in early 2014 TripAdvisor surveyed some 50,000 users to help better determine why they decide to visit certain places and not others.

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