THE INFLUENCE OF TRAVEL SAFETY MEDIA STIMULI AND CELEBRITY-RELATED NEWS EFFECT ON TOURISTS' PERCEIVED TRAVEL SAFETY RISK, DESTINATION SAFETY TRUST, AND SAFETY-ORIENTED TRAVEL BEHAVIORAL INTENTION
Article Sidebar
Main Article Content
บทคัดย่อ
This study aims to: 1) Examine how travel safety media stimuli (TSMS) shape perceived travel safety risk (PTSR) and destination safety trust (DST). 2) Investigate how PTSR and DST affect safety-oriented travel behavioral intentions (SOTBI). 3) Assess the moderating role of the celebrity-related news effect (CRNE) on the relationship between TSMS-PTSR and TSMS-DST. Drawing on the Stimulus-Organism-Response (SOR) framework, this study conducted an empirical investigation. Questionnaire data were collected from 600 Chinese tourists, yielding 462 valid samples, which were analyzed using partial least squares structural equation modeling (PLS-SEM).
The results indicated that: 1) TSMS positively influence both PTSR and DST; 2) PTSR and DST significantly predict SOTBI; and 3) CRNE negatively moderates the TSMS-PTSR relationship but not the TSMS-DST relationship. These findings advance research on tourism safety communication by demonstrating that safety media exposure can simultaneously increase risk awareness and destination trust. Implications for destination crisis communication and tourist safety management are discussed.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
เอกสารอ้างอิง
Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments? Journal of consumer research, 29(2), 270-279.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Alghamdi, G., & Abdulwahid, N. (2025). The Role of Social Media Marketing in Shaping Destination Image, Trust, and Travel Intentions: a Systematic Review. INTERNATIONAL JOURNAL OF ACADEMIC RESEARCH IN BUSINESS AND SOCIAL SCIENCES, 15(3), 12.
Artigas, E. M., Yrigoyen, C. C., Moraga, E. T., & Villalón, C. B. (2017). Determinants of trust towards tourist destinations. Journal of Destination Marketing & Management, 6(4), 327-334.
Blumler, J. G., & Katz, E. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III.
Christou, E., Giannopoulos, A., & Simeli, I. (2025). The evolution of digital tourism marketing: From hashtags to AI-immersive journeys in the metaverse era. Sustainability, 17(13), 6016.
Coffie, I. S., Tweneboah-Koduah, E. Y., Ocloo, E. C., & Mann, V. (2023). The moderating influence of celebrity endorsement on intention to engage in infection prevention behaviours. Health Promotion International, 38(6), daad150.
Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European journal of Marketing, 38(5/6), 573-592.
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of communication, 43(4), 0021-9916
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gerbner, G. (1969). Toward" cultural indicators": The analysis of mass mediated public message systems. AV communication review, 137-148.
Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard university press.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. (6th ed. ed.). Pearson Prentice Hall.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2022). Impact of Destination Image Formation on Tourist Trust: Mediating Role of Tourist Satisfaction. Front Psychol, 13, 845538.
Langer, A. I., Wang, H., & Duckett, J. (2025). Social Media and Policy Change: The Chinese Government’s Strategic Policy Responsiveness During the COVID-19 Pandemic. Political Studies, 00323217251345776.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1968). The people’s choice: How the voter makes up his mind in a presidential campaign. Columbia University Press.
Li, C., & Huang, X. (2023). How Does COVID-19 Risk Perception Affect Wellness Tourist Intention: Findings on Chinese Generation Z. Sustainability, 15(1), 141.
McClinchey, K. A., & Dimanche, F. (2023). Discourses of fear in online news media: Implications for perceived risk of travel. Tourism and Hospitality, 4(1), 148-161.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
NationThailand. (2025, 2025-07-09). Thailand’s tourism struggles as Chinese visitors decline, experts urge focus on new opportunities.
NationThailand. Retrieved 2025-8-22 from https://www.nationthailand.com/news/tourism /40052350
Nisbett, R. E., & Ross, L. (1980). Human inference: Strategies and shortcomings of social judgment. Prentice-Hall.
Petty, R. E., & Cacioppo, J. T. (1977). Forewarning, cognitive responding, and resistance to persuasion. Journal of Personality and social Psychology, 35(9), 645.
Qing, H. (2025). Analysis Report on Public Opinion Regarding the Disappearance of Actor Wang Xing, a Victim of Human Trafficking, in Thailand. Retrieved 05-24 from https://dxqxpt.com/nd.jsp?id=36256&
Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 43(3), 212-225.
Scherer, H., Diaz, S., Iannone, N., McCarty, M., Branch, S., & Kelly, J. (2022). “Leave Britney alone!”: Parasocial relationships and empathy. The Journal of Social Psychology, 162(1), 128-142.
Sharma, A. K., KC, B., & Calderon, A. H. (2020). Perceived Safety and Security Concerns among Tourists in Thamel-A Tourism Hub in
Kathmandu Valley, Nepal. Indonesian Journal of Tourism and Leisure, 1(2), 92-102. (Lasigo Akademia Indonesia)
Sjöberg, L., Moen, B.-E., & Rundmo, T. (2004). Explaining risk perception. An evaluation of the psychometric paradigm in risk perception research, 10(2), 8.
Stewart, K. J. (2003). Trust transfer on the world wide web. Organization science, 14(1), 5-17.
Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5(2), 207–232.
Wang, H., & Yan, J. (2022). Effects of social media tourism information quality on destination travel intention: Mediation effect of self-congruity and trust. Frontiers in Psychology, 13, 1049149.
Williams, A. M., & Baláž, V. (2021). Tourism and trust: theoretical reflections. Journal of Travel Research, 60(8), 1619-1634.
Zhang, L., Shi, D., Huang, Z., Zhang, A., & Zhang, B. (2024). How Celebrity Endorsement Affects Travel Intention: Evidence From Tourism Live Streaming. Journal of Hospitality & Tourism Research, 48(8), 1493-1506.
