The Effect of Mass Media on the Relationship between High Gasoline Prices and Travel Intentions: An Agenda-Setting Theory Approach

By applying the theoretical framework of agenda-setting theory, this study investigates the effect of mass media in the relationship between high gasoline prices and people’s travel intentions. The causal relationships among high gasoline prices, media coverage, and people’s travel intentions were identified using a path model. A strong positive relationship between high gasoline prices and the amount of media coverage of the gasoline price was found. A significant negative association between the media attention to fluctuations in gasoline prices and people’s willingness to take a pleasure trip was also found. However, no significant relationship was found between the higher price of gasoline and travel intentions. The causal model provided evidence that the fluctuations in gasoline prices draw media attention, and that this influenced pleasure trip intentions at the stage of trip planning.