This study used a qualitative research design with semi-structured interviews to gain in-depth insight into travelers' perceptions of tourism advertising. A qualitative approach was chosen over quantitative methods because it allowed for a deeper exploration of personal experiences, attitudes, and the nuanced ways travelers interpret stereotypes. Open-ended questions encouraged rich, detailed responses, revealing how stereotypes influence decision-making. The flexibility of this method also supported follow-up questions and the emergence of unexpected themes, making it especially suited for exploring the complex and potentially sensitive topic of cultural stereotypes (Creswell, 2007).

Eligible participants were U.S. residents aged between 35-55 who have traveled internationally for leisure at least four times in the past ten years. Further, participants had to plan these vacations without the assistance of a travel agent or agency. This demographic was chosen to ensure participants have significant, frequent travel experiences and are familiar with different forms of travel content. Further, participants were entered to win a raffle for a $15 gift card to the coffee chain of their choice. Participants were recruited through posts on my personal Instagram, Facebook, and Linkedin accounts, as well as word of mouth.

Data was collected through remote or in-person semi-structured interviews, each lasting approximately 30-40 minutes. During in-person and remote interviews, audio was recorded through an iPhone. Before participation, individuals reviewed an informed consent form, which detailed the purpose, procedures, as well as the possible risks and benefits of the study. Consent was obtained by the participants by signing a consent form. No identifiable information was recorded in the final dissemination of the findings, ensuring confidentiality. 

The protocol itself included questions designed to elicit insights into participants’ travel decision-making processes, such as the media they consulted and their various perceptions of tourism marketing. The questions were designed to address the three research questions mentioned in the gap. Naturally occurring probing questions were asked based on the participants’ responses.

This study utilized a semi-structured interview guide, which allowed for a consistent framework across interviews while still enabling flexibility for follow-up questions based on participants’ unique experiences. The interview protocol was organized to align with the study’s three central research questions: (1) What are the most common media forms tourists use to obtain their travel advice? (2) Do tourists obtain their travel information more often from destination branding efforts or non-sponsored, user-generated content? (3a) Do tourists feel as though the content they viewed before traveling to the respective destination accurately reflected it? (3b) Do you feel as though you saw stereotyped content about the respective culture before, during, or after your trip?

The interview began with brief rapport-building questions, followed by a series of open-ended questions targeting each research question. For instance, to address RQ1, participants were asked questions such as, “What sources of information do you rely on the most when planning a trip?” and “What role does technology play in your travel planning?” To address RQ2, questions included, “Do you trust user generated content (e.g. TripAdvisor, Google Reviews, influencers) or do you prefer official tourism websites and guides? Why?” and “How do social media or online influencers affect your choices?” RQ3a and RQ3b were explored through questions such as, “Think about the last, most memorable trip you took. Do you feel as though the information you saw online prior to the trip accurately reflected your experience there?” and “do you feel as though you saw stereotyped content aimed at tourists during the trip? Why or why not?”