Media Exposure Behavior and Generation Y’s Perception of Tourism: Case Study of Undergraduate Students
Keywords:
Media exposure behavior, perception in tourism, Generation YAbstract
This research aims 1) to study level of generation Y’s perception of tourism and media exposure behavior 2) to compare between personal characteristics (gender, age, school, GPA, rate of family income and media exposure behavior) and level of generation Y’s perception in tourism and 3) to study relationships between media exposure behavior and generation Y’s perception of tourism. Quantitative methods were employed of this research. Questionnaires were used to collect data from a sample of 510 respondents. Statistics used were descriptive statistics and inferential statistics. The results of the study were as follows: 1) the generation y’s level of tourism perception and media exposure behavior were high and medium respectively; 2) the generation Y’s perceptions of tourism were statistically significantly different among those with certain different personal characteristics of family domination, institution and rate of family income; and 3) their level of media exposure was found to have a statistically significant relationship with their perception of tourism.
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