Effects of relative media sentiment, information demand, and conspicuous desire on Chinese tourists demand to travel to Switzerland

This study investigates the impact of media sentiment on Chinese tourists' demand for traveling to Switzerland. The results reveal a significant positive correlation between media sentiment about Switzerland and Chinese tourist arrivals, especially during economic uncertainty. Chinese tourists consider media sentiment when making travel decisions, especially when exposed to negative sentiment about China and when showing high demand for online information about Switzerland. The study has crucial implications for the tourism industry, providing insight into effective public relations strategies for destination promotion.