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

被引：1
|
作者：
Mohammed, Iddrisu [1 ]
Mahmoud, Mahmoud Abdulai [1 ,2 ]
Ahmed, Abdul Salam [1 ]
Preko, Alexander [3 ]
Mwin, Norbert [1 ]
Clottey, Emmanuel Kwei [1 ]
Boakye, Bernice [1 ]
机构：
[1] Univ Ghana, Coll Humanities, Business Sch, Dept Mkt & Entrepreneurship, Accra, Ghana
[2] Univ Johannesburg, Coll Business & Econ, Sch Consumer Intelligence & Informat Syst, Dept Mkt Management, Johannesburg, South Africa
[3] Univ Profess Studies, Dept Mkt, Accra, Ghana
来源：
TOURISM AND HOSPITALITY RESEARCH | 2023年
关键词：
Tiktok short video; safety; security; clean air; intention to experience; narratives; MENTAL SIMULATION; TOURISM INDUSTRY; TRANSPORTATION; POLLUTION; COVID-19; IMPACT; MEDIA; PERCEPTION; BEHAVIOR; TRAVEL;
D O I：
10.1177/14673584231217654
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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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页数：13
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