The Effect of Gender and Age Differences on Media Selection in Small and Medium Tourism Enterprises

Abstract

The purpose of this study is to examine the impact that gender and age differences have on the communication media selection within the context of small and medium tourism enterprises (SMEs). Media Richness Theory (MRT) was used to assess media preferences in the firms. Using a mail questionnaire, data from 78 firms were collected on seven popular media in use. Historical data of the firms, media characteristics, and other firm-specific factors were included in the analysis. The results indicated that there are substantial gender and age differences in term of communication media selection. This is consistent with MRT and highlights the importance of choosing the appropriate media in SMEs, according with the employee's behaviors, in order to achieve better outcomes and to smooth the path towards good performance in the future.