AN INVESTIGATION ON HOW THE MEDIA REPRESENTS MAGALUF AS A TOURIST DESTINATION AND TO INVESTIGATE THE VIEWS OF PREVIOUS VISITORS TO THE DESTINATION TO ASSESS WHETHER THE MEDIA COVERAGE IS ACCURATE?
Cardiff Metropolitan University
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The purpose of this study is to analyse and investigate how the media represents Magaluf as a tourist’s destination and to explore the media coverage, which may influence tourist’s perception of Magaluf. In order for the researcher to answer the research question and to get an insight of Magaluf’s reputation, the researcher decided to obtain this research through qualitative research. Qualitative research was conducted through the forms of semi-structured interviews and a focus group. This gave an opportunity for the researcher to discover an in-depth understanding of what Magaluf is like due to focusing on personal experiences, as well as, understanding what media sources are used in order to explore if Magaluf has a bad reputation. The dissertation includes an introduction into the topic and the researcher’s reasoning for choosing this specific investigation. Which also includes the purpose of the study and the aim the researcher is hoping to get out of the research, following the objectives in which the researcher will follow throughout the study. A literature review is included within the study, which allows understanding of existing literature written by academics on the chosen subject. A methodology section is also included, in order for researchers to understand what primary research was conducted and then a detailed analysis of the data discovered. Finally, a conclusion is included which draws together the key findings of the research as well as further recommendations for further research into this study. An overview of the study, the researcher discovered that that evidence suggests that the media portray Magaluf in a negative light, and this includes not just TV programmes but social media content, which is created by visitors themselves. That the research from the participants had been aware of the media portrayal of Magaluf before they visited the destination but it had not deterred them from visiting. They believed that media coverage can be exaggerated and not present a balanced picture. Also, the experience of the participants in Magaluf was different than the media coverage had led them to expect. However, Magaluf has put in legal measurements in place to control the worst excesses by party tourists and the participants were in favour of these. Finally, it shows that Magaluf has the opportunity through its own marketing to portray an image of the destination that will appeal to a wider range of tourists, not just party tourists.
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