Dissertation Proposal Defense - Jung-Ho Suh - Sep 18

Date: September 18, 2015
Time: 10 a.m.
Location: Natural Resources RM 130

UNDERSTANDING EFFECTS OF SOCIAL EARNED MEDIA AND CONTROLLED MEDIA IN DESTINATION BRANDING

Dissertation Proposal Defense

by

Jung-Ho Suh

Friday, September 18, 2015

Time: 10 a.m.

Room: 130, Natural Resources Building

 

Abstract

Destination branding through social media is crucial to tourists’ decision making in the planning stages of travel. Although social media is becoming more important to both destination promotional mix and customer decision making, the social media literature is still emerging, with many studies being exploratory and many gaps in the knowledge base remaining. By conducting experimental design, this study aims to investigate how tourists perceive a destination through both social controlled media and earned media. After comparing the variance of groups and conducting structural equation modeling, the results are expected to show that there are significantly different characteristics between two social media types. The findings of this study will allow tourism policy makers to make wiser decisions about creating more effective messages for their destination branding using social media.

 

Committee Members:

  • Dr. Dan McCole, Chairperson
  • Dr. Don Holecek
  • Dr. Seung Hyun Kim
  • Dr. Mi Ran Kim