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Does communicating safety matter?

Does communicating safety matter?
Does communicating safety matter?
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 increase visit intentions depends on tourists’ risk propensity and self-efficacy in travel planning. The effect of safety messages is greater for low-risk-propensity respondents than for high-risk-propensity respondents; it is also greater for respondents with high (compared to low) self-efficacy in travel planning. We conclude that safety messages help to promote a destination, subject to the moderating influence of cognitive tendencies.
Safety, risk, self-efficacy, tourism, advertising
0160-7383
Wang, Fatima
62939006-019b-4152-9839-a048abe82882
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Wang, Fatima
62939006-019b-4152-9839-a048abe82882
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c

Wang, Fatima and Lopez, Carmen (2020) Does communicating safety matter? Annals of Tourism Research, 80, [102805]. (doi:10.1016/j.annals.2019.102805).

Record type: Article

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 increase visit intentions depends on tourists’ risk propensity and self-efficacy in travel planning. The effect of safety messages is greater for low-risk-propensity respondents than for high-risk-propensity respondents; it is also greater for respondents with high (compared to low) self-efficacy in travel planning. We conclude that safety messages help to promote a destination, subject to the moderating influence of cognitive tendencies.

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ATR. Wang Lopez_Open Access - Accepted Manuscript
Available under License Creative Commons Attribution Non-commercial No Derivatives.
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More information

Accepted/In Press date: 3 October 2019
e-pub ahead of print date: 29 November 2019
Published date: January 2020
Additional Information: Funding Information: Data collection was supported by research allowances from King's College London. Publisher Copyright: © 2019
Keywords: Safety, risk, self-efficacy, tourism, advertising

Identifiers

Local EPrints ID: 434336
URI: http://eprints.soton.ac.uk/id/eprint/434336
DOI: doi:10.1016/j.annals.2019.102805
ISSN: 0160-7383
PURE UUID: c3efade9-c794-4985-968e-4731a8bf396a
ORCID for Carmen Lopez: ORCID iD orcid.org/0000-0002-5510-1920

Catalogue record

Date deposited: 19 Sep 2019 16:30
Last modified: 16 Mar 2024 08:12

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Contributors

Author: Fatima Wang
Author: Carmen Lopez ORCID iD

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