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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Marketing Communications Media Used by Heritage Tourists: New Insights from a Pennsylvania Study

Author(s): John M. McGrath, David Primm, William Lafe

Citation: John M. McGrath, David Primm, William Lafe, (2017)"Marketing Communications Media Used by Heritage Tourists: New Insights from a Pennsylvania Study," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 1, pp. 19-32

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study measured marketing communications media that are the most important sources of information about heritage-related tourism sites. The study employed a quantitative survey method with 3,524 valid questionnaires collected at dozens of locations across the Commonwealth of Pennsylvania. “Word of mouth” was the most frequent source cited by respondents (58%) with “the Internet” and “social networking” representing a combined 23% of total mentions. Traditional communications media like newspapers, magazines, billboards, TV, and radio were used at a much lower rate. Limitations of the study as well as implications for future research are also discussed.