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

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.