Measuring the media continuum in the Small and Medium tourism Enterprises

The main research issue of the present study is to examine the communication media selection as perceived by the top managers in the Small and Medium tourism Enterprises (SMEs). We used Media Naturalness Theory (MNT) to assess media preferences in these firms. The data from top managers/owners of tourism SMEs was collected including individual characteristics, historical data of firms, and other firms-specific factors. The results of this study show that small enterprises intend to use high natural media and when they grow, they tend to use low natural media. This is consistent with MNT and opens up possibilities for further researches of communication in SMEs.