Analyzing Mass Media's Influence on the Canadian Tourism Sector

This report examines the influence of mass media on the Canadian travel and tourism industry. It explores how mass media portrays the industry, highlighting both positive aspects that attract tourists and negative impacts related to environmental concerns and corporate practices. The report discusses the dual role of mass media in informing the public and scrutinizing the industry's actions. It analyzes the impact of media coverage on public opinion, capital investment, and the industry's efforts to maintain a positive image. The report references various academic sources and industry statistics, concluding that mass media significantly shapes public perception and influences the financial decisions related to the Canadian tourism sector. The report suggests that it is important for mass media to criticize the tourism segment to encourage companies to act in the benefit of society.

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Introduction
The purpose of the paper is to enlighten the reader with the details about the
representation of travel and tourism industry by mass media. The mass media industry is
profoundly famous in the worldwide environment to provide detailed information to the reader
about different aspects prevailing in the current environment. The purpose of this paper is to
analyse the information about the travel industry of depicted by the mass media industry. The
mass media industry is an independent body that criticize or appreciate the actions of several
organizations present in the environment.
Representation of Canadian Travel Industry by Mass Media
It should be noted that the culture of Canada is vibrant and prosperous that provides an
opportunity to the mass media of the nation to cover several instances and present it to the
people. Talking about the tourism industry of Canada, it should be considered that environment
of Canada is pleasant for people to visit and travel. The nation has several attractive locations for
travellers to visit. The mass media industry major showcase all the positive factors present in the
environment along with the elaboration of negative influence of man-made actions on the natural
economy of the country. In Canada, the tourism industry plays a lead role in spreading awareness
in the environment and increasing communication among people. The Destination Management
Organizations initiate continuous contact with the mass media companies so as to spread positive
and accurate information through their reports in the environment of Canada (Harrigan, Evers,
Miles, & Daly, 2017).
The travel industry is depicts by the mass media while showing a state of confusion in the
environment. It should be noted that the government of Canada earn a great amount of profits
and productivity from the tourism industry. Thus, it would negatively impact the position of the
nation if the mass media industry would only depict negative aspects about the travel industry.
Further, in order to minimize the negative factors, the mass media industry shows positive
attributes that attract the people to travel in Canada. However, the actions of the companies
present in the tourism industry perform actions that degrade the environment. Thus, it appears as
the duty of the mass media industry to show the reality to the laymen by stating negative actions

Business Capstone Project 2
performed by companies in order to increase productivity and deplete the natural resources
(Affan, Suryanto, & Arfriandi, 2018).
Further, it should be stated that not only in Canada, but also in the worldwide
environment. The mass media industry faces dilemma when it comes to tourism sector because
they can neither state all the true and harsh facts in the society because it would create a negative
impact on the mind set of people. This would subsequently reduce major chunk of productivity
in the countries as tourism and accommodation is an attract feature that increases GDP of
nations. The Canadian tourism industry contributed 38.96 billion Canadian dollars towards the
economy of nation in the year 2018. Along with this, the nation also provides employment
opportunities to 738000 people in Canada (Statista, 2018).
Thus, downgrading the image of the industry through mass media would negatively
affect the position of the nation. However, the journalism and mass media industry is free to
express their views and opinions; therefore, they keep on criticising the travel companies so as to
maintain the pressure on the organizations present in the industry. This aspect helps the
companies to maintain their corporate sustainable activities and keep on satisfying the
stakeholders as well (Smith, 2015).
The criticism from the mass media industry helps the travel companies in maintaining the
social responsibility. Therefore, it can be said that it is certainly important for the mass media
industry to criticize the tourism segment so as to keep the companies in line and make them
perform actions for the benefit of the society. The role of mass media in the worldwide
environment is to circulate true and fair information in the society and enlighten people about the
events happening in the environment (Kiráľová, & Pavlíčeka, 2015).
The mass media industry highly influences the Canadian travel industry. As stated above,
the companies present in this industry face a continuous threat of defamation in the society as the
media might display information about the unethical actions performed by the organization and
their negative impact on nature. Therefore, it can be said mass media industry highly influences
the Canadian travel industry to rectify their actions so as to maintain a pleasant image in the
society. The mass media industry is a similar threat for the tourism industry prevailing in the
worldwide environment (Peng, Song, Crouch, & Witt, 2015).

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The tourism industry keeps on contemplating the feedback of the mass media industry
that they would display information positive information about their actions. But sadly, the
actions of tourism sector affect the environment in negative ways like cruise services increases
the level of pollution, similarly, such actions of tourism companies degrade the environment
(Stoddart, Ramos, & Tindall, 2015).
Public Response and Capital Investment
Considering the public responses towards the tourism industry, it should be noted that
people are extremely concerned about the impact of companies on the nature. The society
believes that truth is shared to the people through the medium of mass media communication and
the media does portrays the true and fair information happening in the society. Therefore, the
public opinion is mainly influenced by the response of the mass media. If the media depicts
negative image of the industry then the public create same mind-set for the industry (Stoddart, &
Graham, 2016). The public opinion depends upon person to person in the society as the careless,
free travellers like to believe that the truism industry is growing while satisfying the needs of
people. While, the people who are facing repercussions of the actions of travel industry possess
an extremely negative opinion about the activities of travel companies. Thus, it can be said that
the news shared by mass media industry unanimously affect the public opinion along with capital
investment activities as well (Stoddart, & Sodero, 2015).
The stakeholders in the society provide capital investment only when the news shared
through mass media explains the growth and profitability in the industry. The media industry
also forecast the growth and provides expectations of market leaders in the Canadian
environment that motivates the stakeholders to invest in the functions of Canadian tourism
industry. Also, it should be noted that newsletters and business expansions of the companies
present in this industry let the investors judge the expected rate of return from such projects.
Additionally, travel industry of Canada is one such industry that has consistent and stable growth
in the environment. Thus, the investors would definitely invest in the industry if media coverage
shows positive facts backed up by industry results (Mkono, 2016).

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Conclusion
Thus, concluding the above mentioned facts, it should be reported that the paper
highlighted the information about the responses of mass media on the tourism and travel segment
of Canada and the world. The mass media industry perform dual purpose in the society that is to
highlight the features of the nations and attract people and at the same time monitor the actions
of companies outlay truthful information to the community. The latter part concluded that mass
media has high power to influence the views and opinion of people in the society and take part in
their money making decisions as well.

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Reference
Affan, B.N., Suryanto, A. & Arfriandi, A. (2018). Implementation of Augmented reality as
Information and Promotion Media on Dieng Tourism Area. INSIST, 3(1), pp.128-133.
Harrigan, P., Evers, U., Miles, M. & Daly, T. (2017). Customer engagement with tourism social
media brands. Tourism management, 59, pp.597-609.
Kiráľová, A. & Pavlíčeka, A. (2015). Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, pp.358-366.
Mkono, M. (2016). Sustainability and Indigenous tourism insights from social media: Worldview
differences, cultural friction and negotiation. Journal of Sustainable Tourism, 24(8-9),
1315-1330.
Peng, B., Song, H., Crouch, G.I. & Witt, S.F. (2015). A meta-analysis of international tourism
demand elasticities. Journal of Travel Research, 54(5), pp.611-633.
Smith, S. (2015). A sense of place: Place, culture and tourism. Tourism Recreation
Research, 40(2), 220-233.
Statista, (2018). Travel and Tourism Industry in Canada - Statistics & Facts. Retrieved from <
https://www.statista.com/topics/3219/travel-and-tourism-industry-in-canada/>
Stoddart, M.C. & Graham, P. (2016). Nature, history, and culture as tourism attractors: The
double translation of insider and outsider media. Nature and Culture, 11(1), pp.22-43.
Stoddart, M.C. & Sodero, S. (2015). From fisheries decline to tourism destination: Mass media,
tourism mobility, and the Newfoundland coastal environment. Mobilities, 10(3), pp.445-
465.
Stoddart, M.C., Ramos, H. & Tindall, D.B. (2015). Environmentalists' mediawork for jumbo
pass and the Tobeatic wilderness, Canada: Combining text-centred and activist-centred
approaches to news media and social movements. Social Movement Studies, 14(1), pp.75-
91.