The Credibility of Traditional and Online Media for the Promotion of Tourism in the Contemporary Tourism Marketing Environment in Durban South Africa

Abstract

The main purpose of study is to analyse the credibility of traditional and online media for the promotion of tourism in the contemporary tourism marketing environment in Durban South Africa. Explanatory research design was employed and the questionnaire was used to collect the data. The study findings revealed that traditional media and online media are more or less equally competitive for the promotion of tourism. The study also revealed that international visitors have a positive attitude towards online media than traditional media while domestic tourists have a positive attitude towards traditional media than online media. Traditional media was revealed to be highly credible than the general perception of the people and it is a lot more credible than online media. The survival of traditional media is not threatened by online media and traditional media is still working well alongside online media. The study concluded and recommended that tourism marketers and authorities need to come to terms with traditional media and online media coexistence. There is no need to rely on one media to do it all. Where traditional media lacks, online media must be there to make up the difference and enhance the tourist’s experience.