ABSTRACT
This paper examined media selection practices by tourism businesses competing in Alaska. Two media selection decisions, media use and media mix, were investigated. Media use decisions focused on the use/not use of television, national magazines, radio, newspapers, outdoor advertising, and a regional travel magazine. Media mix decisions explored what combinations of these six media firms utilized. A market structure analysis revealed that both media selection practices were affected by organizational, task, and demand characteristics facing firms. The market structure analysis also suggested that media mix decisions were likely to be more highly constrained than are Individual media use decisions.
