Final PhD Dissertation Defense, Jung-Ho Suh, Sept 28

Date: September 28, 2016
Time: 11 a.m.
Location: Natural Resources RM 130

UNDERSTANDING EFFECTS OF SOCIAL EARNED MEDIA AND OWNED MEDIA IN DESTINATION BRANDING: AN EMPIRICAL INVESTIGATION ON THE INFLUENCES OF CUSTOMER REVIEWS AND MANAGEMENT RESPONSES

Dissertation Final Defense

by

Jung-Ho Suh

Wednesday, September 28, 2016

Time: 11 a.m.

Room: 130NR, 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 gaps in the knowledge base remaining. By conducting experimental design, this study aims to investigate how tourists perceive a destination through both social earned media and owned media. This study recruited a total of 516 subjects from the Qualtrics online panel database. Subjects were randomly assigned to the four experimental groups. After comparing the variance of experimental groups and conducting structural equation modeling using multi-group analysis, the results show that there are significantly different characteristics between social media types. The findings of this study may allow tourism policy makers to make wiser decisions about developing more effective strategies for their destination branding using social media. Theoretical and managerial implications are discussed.

Committee Members:

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