Safety, security, clean air and intention to experience: Do TikTok short video narratives matter?

Tourism and Hospitality Research Pub Date : 2023-11-20 DOI:10.1177/14673584231217654

Iddrisu Mohammed, Mahmoud Abdulai Mahmoud, Abdul Salam Ahmed, Alexander Preko, Norbert Mwin, Emmanuel Kwei Clottey, Bernice Boakye

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Abstract

Safety, security, and clean air have been given some appreciable attention in tourism research and practice. However, little is known about TikTok short video narratives of safety, security, and clean air of a tourism destination. To fill this knowledge gap, this study was guided by narrative transportation theory to examine the impact of TikTok short safety, security, and clean air video narratives on potential tourist intention to experience. The snowball sampling technique was employed to select 357 potential tourists, and the structural equation modelling analysis was utilised to analyse the survey gathered data. The results revealed that there were significant positive associations between short video narratives about safety, security, clean air, and intention to experience. Additionally, the moderating effects of TikTok short video narratives showed a significant positive impact between security, and clean air on intention to experience. Destination marketers and management could utilise TikTok short video narratives in promoting tourism sites through the perspective of tourists.

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安全、保障、清新的空气和体验的意图：TikTok 短视频叙事重要吗？

在旅游业的研究和实践中，安全、安保和清洁空气受到了一定程度的关注。然而，人们对 TikTok 短视频关于旅游目的地的安全、安保和清洁空气的叙述知之甚少。为填补这一知识空白，本研究以叙事交通理论为指导，探讨 TikTok 安全、安保和清洁空气短视频叙事对潜在游客体验意向的影响。本研究采用雪球抽样技术选取了 357 名潜在游客，并利用结构方程模型分析法对调查收集的数据进行分析。结果显示，有关安全、安保、清洁空气的视频短片与体验意向之间存在明显的正相关。此外，TikTok 短视频叙述的调节作用表明，安全和清洁空气对体验意向有显著的正向影响。旅游目的地营销人员和管理人员可以利用 TikTok 短视频叙事，通过游客的视角宣传旅游目的地。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Tourism and Hospitality Research

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