This study explored how digital-era tourism advertising shapes travelers’ perceptions, particularly through cultural stereotypes and Western-facing narratives. By examining the media travelers consult and how they interpret that content, the research found that participants increasingly rely on user-generated sources over polished marketing—and are critical of content that flattens or distorts cultural realities.

These findings highlight a growing demand for tourism marketing that prioritizes authenticity and local nuance over surface-level appeal. While the regional and self-selected nature of the sample limits generalizability, the consistency of responses supports existing scholarship and offers a strong foundation for future research. Expanding this work to include more diverse travelers could deepen understanding of how tourism media is received across contexts.

As global travel becomes ever more media-driven, one key question remains: Who tells the story of a place, and who is it for? Today’s travelers aren’t just consuming destinations—they’re questioning the narratives behind them.