Surveying and Assessing the role of the Media on Urban Tourism Development Using path analysis techniques

Subject Areas : Media Management

Ebrahim  Alipour ¹ (MOHAGEG UNIVERSITY OF ARDABIL)
MOHAMMAD HASAN  YAZDANI ² (MOHAGEG UNIVERSITY OF ARDABIL)
AHAD  BIOUTEH ³ (AZAD UNIVERSITY)
AMIR HESAM  DASHTI ⁴ (AZAD UNIVERSITY)

Received: 2017-07-19 Accepted : 2018-05-07 Published : 2018-05-22

Keywords: development, media, Path analysis, Ardabil,

Abstract :

Tourism industry has significant and noticeable financial and social effects ( on society). In the meantime the mass media especially the television due to its capacities and functionalities such as informing the people ,education, entertainment ,satisfaction ,advertisement, common mobilization and making culture can play a peerless role in tourism industry. The present research tries to declare the relation between the tourism advancement and also indexes relevant to media in Ardebil and Sarein cities. This research is fundamental due to its goal and the type of research and it describes the correlation between the variables and it has used the measurement method in its research execute .For sampling the simple random sampling method has been applied. The results of path analysis in this research shows that variables of target selection ,advertisement are the variables that directly affect on developing urban tourism .But, since the advertisement variable has been entered immediately in the equation immediately after the variable of tourism development as the internal dependant variable , so it has not any indirect effect on urban tourism development. The amount of direct impact of target selection ,advertisement and plan on the variable of urban tourism development are respectively ./289 , ./223, and ./213 which shows that for one unit change on the variable of target selection and advertisement the amount of urban tourism development has been changed respectively to ./289, ./223, ./213 .