Exploring National Tourism Organizations’ (NTOs) Use of YouTube to Communicate Information on Destination Safety and Security
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 16
Abstract
Prior studies on destination image and risk perceptions have pointed out that various information sources affect tourists’ risk perceptions and overall image of the destination. In the case of providing tourist safety and security videos, it can be a double-edged sword. Such videos may be useful for informing tourists about potential risks and reminding them to be more vigilant, but it may also trigger risk perceptions that could hinder potential visitors to travel to the destination. This study sought to understand the current use of tourist safety videos by National Tourism Organizations (NTOs). Guided by theories of risk perceptions and the Elaboration Likelihood Model (ELM), a content analysis approach was used to describe the design, contents, and message persuasion attributes of safety-related videos uploaded by NTOs in their official YouTube channels. Exhaustive search from 169 NTOs (countries) garnered 29 videos revealing that formal advertisement style accompanied by background music was the most popular video design. Conflict-based and natural disaster risks were frequently reported as situation updates at the affected destinations. In terms of the message strategies, neutral frame, positive valence and psychological appeals were mostly adopted. Implications for such strategies are discussed.
Authors and Affiliations
Ahmad Fitri Amir, Lori Pennington- Gray, Danielle Barbe, Mohd Hafiz Mohd Hanafiah
Keywords
Related Articles
- EP ID EP598728
- DOI 10.6007/IJARBSS/v8-i16/5131
- Views 70
- Downloads 0
The Influence of Company’s Reputation and Company’s Financial Performance towards Tax Planning of Public Companies in Indonesia
The purpose of this research is to understand the effect of company’s reputation and company’s financial performance towards tax planning of public companies in Indonesia. The type of research is causality by using purpo...
Factors Influencing Employee Job Satisfaction: A Conceptual Analysis
As environment become increasingly dynamic, innovation is getting more and more important. The most effective sources of innovation are often ideas emerged from within an organization, usually from employees. High turnov...
The Growing Trend of Social Entrepreneurship among Malaysian Undergraduate Students
Social entrepreneurship is viewed as having the abilities to combat socio-economic problems in which government, businesses, and non-profits may not be able to solve the problems alone. Consequently, the collaboration am...
A Survey on the Culture of Online Shaming: A Malaysian Experience
This study investigates the culture of online shaming in Malaysia. A survey amongst 320 UiTM law students was conducted using a five-point Likert scale survey questionnaire. A cross-sectional data was collected from 320...
Issues of Rural-Urban Transformation on the Fringe of Metropolitan Region: Several Findings from the Selangor Northern Corridor, Malaysia
This article discusses the issues that arise from the spatial transformation process along the Selangor Northern Corridor that have resulted from spill over of the Klang Valley-Langat Metropolitan Region. By using the da...