Abstract
Purpose -As different types of media influence different audiences, the current study investigates the trust people have in mass media and how it affects their intention to visit SeaWorld Park. Research design, data, and methodology - A total of 609 respondents took part using Structural equation analysis. Group A had no treatment about SeaWorld Park, Group B was exposed to positive media coverage, Group C was given negative media coverage, and Group D had both positive and negative media coverage. Result -The study’s results reveal that media reports influenced the respondents’ trust in the media and their intentions to visit the park. It was found that attitude, and subjective norms play a key role in explaining the respondents’ intention to visit SeaWorld Park. Conclusions - SeaWorld Park should encourage members to share their personal experience on websites, blogs, and online channels. Furthermore, asking loyal customers to participate in marketing and promotional media interviews might also enhance the prospective visitor’s intention to visit the event.
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