Does communicating safety matter?

Fatima Wang, Carmen Lopez

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Tourists generally prefer to visit safe destinations. However, it is rare to see safety messages in promotional materials. Does communicating safety in destination-branding campaigns matter to tourists? We use an experimental design to explore the relationship between safety messages and visit intentions. The results show that the extent to which safety messages enhance visit intentions depends on tourists’ risk propensity and self-efficacy in travel planning. Safety messages are more effective for low-risk-propensity respondents than for high-risk-propensity respondents. They are also more effective for respondents with high self-efficacy in travel planning than for those with low self-efficacy. We conclude that safety messages can help promote a destination, but cognitive tendencies moderate the relationship.
Original languageEnglish
JournalAnnals of Tourism Research
Publication statusAccepted/In press - 10 Apr 2019

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Planning
Design of experiments

Keywords

  • Safety
  • risk
  • self-efficacy
  • tourism
  • advertising

Cite this

Wang, F., & Lopez, C. (Accepted/In press). Does communicating safety matter? Annals of Tourism Research.
Wang, Fatima ; Lopez, Carmen. / Does communicating safety matter?. In: Annals of Tourism Research. 2019.
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Does communicating safety matter? / Wang, Fatima; Lopez, Carmen.

In: Annals of Tourism Research, 10.04.2019.

Research output: Contribution to journalArticleResearchpeer-review

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N2 - Tourists generally prefer to visit safe destinations. However, it is rare to see safety messages in promotional materials. Does communicating safety in destination-branding campaigns matter to tourists? We use an experimental design to explore the relationship between safety messages and visit intentions. The results show that the extent to which safety messages enhance visit intentions depends on tourists’ risk propensity and self-efficacy in travel planning. Safety messages are more effective for low-risk-propensity respondents than for high-risk-propensity respondents. They are also more effective for respondents with high self-efficacy in travel planning than for those with low self-efficacy. We conclude that safety messages can help promote a destination, but cognitive tendencies moderate the relationship.

AB - Tourists generally prefer to visit safe destinations. However, it is rare to see safety messages in promotional materials. Does communicating safety in destination-branding campaigns matter to tourists? We use an experimental design to explore the relationship between safety messages and visit intentions. The results show that the extent to which safety messages enhance visit intentions depends on tourists’ risk propensity and self-efficacy in travel planning. Safety messages are more effective for low-risk-propensity respondents than for high-risk-propensity respondents. They are also more effective for respondents with high self-efficacy in travel planning than for those with low self-efficacy. We conclude that safety messages can help promote a destination, but cognitive tendencies moderate the relationship.

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KW - risk

KW - self-efficacy

KW - tourism

KW - advertising

M3 - Article

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JF - Annals of Tourism Research

SN - 0160-7383

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