Media Reporting on Destination Image Influencing Koreans’ Travel to Australia

Media reporting about destinations has been shown to affect tourists towards international travel. It is important to examine how media reporting influences destination images over time, so that destination marketers may better understand how to integrate such knowledge in marketing planning. The purpose of this paper is to examine the differences of the reporting tendency, news frames and propensity to change in Korean newspapers towards destination image and overseas travel, focused on Australia using the key words, “Travel to Australia”. Statistical analysis methods employed were cross-tab, ANOVA and time series regression. Significant differences were found in topics and attitudes. Specifically, the number of articles decreased after the 1997 IMF financial crisis, however, interest has gradually recovered since 2000. The findings of this study may be helpful to identify the influence that newspaper reporting has on the perceived destination image of Australia.