The Impact of Mass Media, Word-Of-Mouth on Travel Intention and Mediating Role of Destination Image and Tourist Attitude

This study aims to investigate the "influence of information sources including mass media and word-of-mouth (WOM) on destination image, tourist's attitude and consequently" on travel intention. "Three hundred and twenty-three self-administered questionnaires were distributed by enumerators through convenience sampling and completed by tourists at historical attractions of" City of Peshawar, Pakistan. "Structural equation modelling was used to test the proposed hypotheses. "The main findings are: mass media and WOM have positive influence on destination image and attitude towards destination; destination image and tourists' attitude have positive influence on travel intention; and WOM has the most significant influence on destination image and attitude than mass media. Findings emphasize the use of WOM marketing strategies and understanding its mechanism in making travel decision."