The promotion of tourism on radio waves

ABSTRACT

Consumers in tourism are increasingly demanding, looking to base their travel decision-making on relevant and credible tourist information. Media are an important vehicle for information and communication and may positively or negatively influence the image that the potential consumer has of a tourist destination or service. In recent years, new media have gained significant prominence in terms of increasing use by consumers and tourism organizations;however, traditional media such as radio continue to play an important role, not only through the dissemination of news but also through the diversity of information they convey about places, communities, events, and cultural heritage. The aim of this chapter is to understand the role radio plays in the transmission of sound spaces within tourist content. The results of the study indicate that in Portugal there are programmes on public radio characterized by informative and/or promotional tourism purposes and a prevailing focus on cultural heritage. This study will also point out how radio's potential is not being fully exploited by tourism markets, particularly in terms of sound capture and on-the-spot contact with tourism agents. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021.