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.
Al-MaroofRAyoubiKAlhumaidK, et al. (2021) The acceptance of social media video for knowledge acquisition, sharing and application: a com-parative study among youtube users and tiktok users’ for medical purposes. International Journal of Data and Network Science5(3): 197–214.
2.
AmirAFIsmailMNISeeTP (2015) Sustainable tourist environment: perception of international women travelers on safety and security in Kuala Lumpur. Procedia - Social and Behavioral Sciences168: 123–133.
3.
ArshadMIIqbalMAShahbazM (2018) Pakistan tourism industry and challenges: a review. Asia Pacific Journal of Tourism Research23(2): 121–132.
4.
AtzoriRFyallAMillerG (2018) Tourist responses to climate change: potential impacts and adaptation in Florida's coastal destinations. Tourism Management69: 12–22.
5.
BackRMParkJYBufquinD, et al. (2020) Effects of hotel website photograph size and human images on perceived transportation and behavioral intentions. International Journal of Hospitality Management89: 102545.
6.
CamposACMendesJVallePOD, et al. (2018) Co-creation of tourist experiences: a literature review. Current Issues in Tourism21(4): 369–400.
7.
CaoXQuZLiuY, et al. (2021) How the destination short video affects the customers' attitude: the role of narrative transportation. Journal of Retailing and Consumer Services62: 102672.
8.
CarassaAMorgantiFTirassaM (2005) A situated cognition perspective on presence. In: BaraBBarsalouLWBucciarelliM (eds) XXVII Annual Conference of the Cognitive Science Society. Alpha, NJ: Sheridan, pp. 384–389.
9.
CarneiroMJEusébioCCaldeiraA (2018) The impact of Covis-19 on tourist consumption behaviour: a perspective article. Journal of Tourism Management Research7(2): 196–207.
10.
ChebliA (2020) The impact of Covid-19 on tourist consumption behaviour: a Perspective article. Journal of Tourism Management Research7(2): 196–207.
11.
ChenSChenYLeiZ, et al. (2021) Chasing clean air: pollution-induced travels in China. Journal of the Association of Environmental and Resource Economists8(1): 59–89.
12.
ChenchenXYurongZDieH, et al. (2020, June) The impact of tik tok video marketing on tourist destination image cognition and tourism intention. In: 2020 International Workshop on Electronic Communication and Artificial Intelligence (IWECAI). IEEE, pp. 116–119.
13.
ChengMEdwardsDDarcyS, et al. (2018) A tri-method approach to a review of adventure tourism literature: bibliometric analysis, content analysis, and a quantitative systematic literature review. Journal of Hospitality & Tourism Research42(6): 997–1020. DOI: 10.1177/1096348016640588.
14.
ChiliNS (2018) The impact of safety and security on the behaviour of consumers and tourism demand in South African townships. African Journal of Hospitality, Tourism and Leisure7(4): 1–14.
15.
ChuSCDengTMundelJ (2022) The impact of personalization on viral behavior intentions on tiktok: the role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications5: 1–20.
16.
DaiQHouLLiuB, et al. (2021) Spring Festival and COVID‐19 lockdown: disentangling PM sources in major Chinese cities. Geophysical Research Letters48(11): e2021GL093403.
17.
DengTLiXMaM (2017) Evaluating impact of air pollution on China’s inbound tourism industry: a spatial econometric approach. Asia Pacific Journal of Tourism Research22(7): 771–780.
18.
DuYLinSZhangX (2022) An empirical study on the factors influencing the number of fans of female-oriented accounts on Chinese tik tok. Frontiers in Psychology13: 826819.
19.
EscalasJE (2004) Imagine yourself in the product: mental simulation, narrative transportation, and persuasion. Journal of advertising33(2): 37–48.
20.
FanTLinZ (2022) Toward tourists–media–cities tourism: Xi’an as a Wanghong City. Sustainability14(19): 11806.
21.
FeldkampJ (2021) The rise of TikTok: the Evolution of a social media platform during COVID-19 Digital Responses to Covid-19. Cham: Springer, pp. 73–85.
22.
FornellCLarckerDF (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research18(1): 39–50.
23.
FourieJRosselló-NadalJSantana-GallegoM (2020) Fatal attraction: how security threats hurt tourism. Journal of Travel Research59(2): 209–219.
24.
GerrigRJ (1993) Experiencing Narrative Worlds. New Haven, CT: Yale University Press.
25.
GreenMC (2021) Transportation into narrative worlds Entertainment-education behind the Scenes. Cham: Palgrave Macmillan, pp. 87–101.
26.
GreenMCBrockTC (2000) The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology79(5): 701–721.
27.
GreenMCBrockTCKaufmanGF (2004) Understanding media enjoyment: the role of transportation into narrative worlds. Communication Theory14(4): 311–327.
28.
GuoYCaoZZhuZ (2022) The influence of ICH-narrator/self-congruity on tourist's purchase intention of intangible cultural heritage products in a narrative context. Journal of Hospitality and Tourism Management52: 151–160.
29.
HadleyMBVedanthanRFusterV (2018) Air pollution and cardiovascular disease: a window of opportunity. Nature Reviews Cardiology15(4): 193–194.
30.
HairJFAndersonRETathamRL, et al. (1998) Multivariate data analysis. Englewood Cliff, New jersey, USA: 5(3), pp. 207–2019.
31.
HairJFTathamRLAndersonRE, et al. (2010) Multivariate data analysis. Upper Saddle River, New Jersey: Prentice Hall, vol. 7.
32.
Inchausti-SintesF (2021) Modelling the economics of sustainable tourism. Journal of Sustainable Tourism31: 2136–2149.
33.
IrimiásAMitevAZMichalkóG (2021) Narrative transportation and travel: the mediating role of escapism and immersion. Tourism Management Perspectives38: 100793.
34.
JeonCYSongWGYangHW (2022) Process of forming tourists’ pro-social tourism behavior intentions that affect willingness to pay for safety tourism during the COVID-19 pandemic: a comparative analysis of South Korea and China. Asia Pacific Journal of Tourism Research27(4): 357–373.
35.
JungEChildsM (2020) Destination as product placement: an advertising strategy to impact beliefs and behavioral intentions. Journal of International Consumer Marketing32(3): 178–193.
36.
KorstanjeME (2020) Tourism security: a critical insight Tourism, Terrorism and Security. Emerald Publishing Limited.
37.
LabanauskaitėDFioreMStašysR (2020) Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives34: 100652.
38.
LeeSSongHLeeCK, et al. (2018) An integrated model of pop culture fans’ travel decision-making processes. Journal of Travel Research57(5): 687–701.
39.
LiYGuanMHammondP, et al. (2021) Communicating COVID-19 information on TikTok: a content analysis of TikTok videos from official accounts featured in the COVID-19 information hub. Health Education Research36(3): 261–271.
40.
LimHChildsM (2020) Visual storytelling on instagram: branded photo narrative and the role of telepresence. Journal of Research in Interactive Marketing14(1): 33–50.
41.
LiuAPrattS (2017) Tourism's vulnerability and resilience to terrorism. Tourism Management60: 404–417.
LvYChenY (2018) Short video presentation and dissemination of urban tourist attractions—take “douyin” as an example. Audiovisual Industry (Radio and Television Technology)1(4): 1–12.
44.
Marine-RoigEHuertasA (2020) How safety affects destination image projected through online travel reviews. Journal of Destination Marketing & Management18: 100469.
45.
MohammedIMahmoudMAHinsonRE (2022) The effect of brand heritage in tourists' intention to revisit. Journal of Hospitality and Tourism Insights5(5): 886–904.
46.
MontagCYangHElhaiJD (2021) On the psychology of TikTok use: a first glimpse from empirical findings. Frontiers in Public Health9: 641673.
47.
MoonHYoonHJHanH (2017) The effect of airport atmospherics on satisfaction and behavioral intentions: Testing the moderating role of perceived safety. Journal of Travel & Tourism Marketing34(6): 749–763.
48.
MoscardoG (2020) Stories and design in tourism. Annals of Tourism Research83: 102950.
49.
NultyDD (2008) The adequacy of response rates to online and paper surveys: what can be done?Assessment & Evaluation in Higher Education33(3): 301–314.
50.
NunnallyJCJr (1970) Introduction to Psychological Measurement. New York: McGraw-Hill.
51.
OseiBAMensahIAmenumeyEK (2018) Utilisation of social media by international tourists to Ghana. Anatolia29(3): 411–511.
52.
PachuckiCGrohsRScholl-GrissemannU (2022) No story without a storyteller: the impact of the storyteller as a narrative element in online destination marketing. Journal of Travel Research61(8): 1703–1718.
53.
PokuGBoakyeKAA (2019) Insights into the safety and security expressions of visitors to the Kakum National Park: implications for management. Tourism Management Perspectives32: 100562.
54.
PokuGBoakyeKA (2020) A safety and security audit of the Kakum National Park: observed reality versus managerial perspectives. African Journal of Hospitality and Tourism Management2(1): 16–32.
55.
PopRASăplăcanZDabijaDC, et al. (2022) The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism25(5): 823–843.
56.
PoudyalNCPaudelBGreenGT (2013) Estimating the impact of impaired visibility on the demand for visits to national parks. Tourism Economics19(2): 433–452.
57.
PrekoA (2021) Safety and security concerns at the beach: views of migrant visitors in Ghana. Tourism and Hospitality Research21(1): 73–85.
58.
PrekoAGyepi-GarbrahTF (2021) Understanding sense of safety and trustworthiness of tourism information among migrant visitors. International Hospitality Review37: 143–160.
59.
PrekoAAmoakoGKDzogbenukuRK, et al. (2022) Digital tourism experience for tourist site revisit: an empirical view from Ghana. Journal of Hospitality and Tourism Insights6: 779–796. (ahead-of-print).
60.
SasuDD (2022) Number of Active Social Media Users in Ghana 2017-2022. Ghana, Accra: Statista.
61.
SauraJRReyes-MenendezAAlvarez-AlonsoC (2018) Do online comments affect environmental management? Identifying factors related to environmental management and sustainability of hotels. Sustainability10(9): 3016. DOI: 10.3390/su10093016.
62.
SilvaOReisHCorreiaA (2010) The moderator effect of risk on travel decision making. International Journal of Tourism Policy3(4): 332–347.
63.
SmithBMonforteJ (2020) Stories, new materialism and pluralism: understanding, practising and pushing the boundaries of narrative analysis. Methods in Psychology2: 100016.
64.
SuYLeeCC (2022) The impact of air quality on international tourism arrivals: a global panel data analysis. Environmental Science and Pollution Research International29: 62432–62446.
65.
TaylorSEPhamLBRivkinID, et al. (1998) Harnessing the imagination: mental simulation, self-regulation, and coping. American Psychologist53(4): 429–439.
66.
TussyadiahIPParkSFesenmaierDR (2011) Assessing the effectiveness of consumer narratives for destination marketing. Journal of Hospitality & Tourism Research35(1): 64–78.
67.
Van LaerTFeiereisenSViscontiLM (2019) Storytelling in the digital era: a meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research96: 135–146.
68.
WangJLiu-LastresBRitchieBW, et al. (2019) Risk reduction and adventure tourism safety: an extension of the risk perception attitude framework (RPAF). Tourism Management74: 247–257.
69.
WangXYuYZhuZ, et al. (2022) Visiting intentions toward theme parks: do short video content and tourists’ perceived playfulness on tiktok matter?Sustainability14(19): 12206.
70.
WeimannGMasriN (2020) Research note: spreading hate on TikTok. Studies in Conflict & Terrorism46: 752–765.
71.
WengelYMaLMaY, et al. (2022) The TikTok effect on destination development: Famous overnight, now what?Journal of Outdoor Recreation and Tourism37: 100458.
72.
XuBDongD (2020) Evaluating the impact of air pollution on China’s inbound tourism: a gravity model approach. Sustainability12(4): 1456.
73.
YangJZhangDLiuX, et al. (2022) Destination endorsers raising on short-form travel videos: self-image construction and endorsement effect measurement. Journal of Hospitality and Tourism Management52: 101–112.
74.
ZengJWenYBiC, et al. (2021) Effect of tourism development on urban air pollution in China: the moderating role of tourism infrastructure. Journal of Cleaner Production280: 124397.
75.
ZhangZ (2021) Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media Culture & Society, 43(2): 219–236.
76.
ZhangNRenRZhangQ, et al. (2020) Air pollution and tourism development: an interplay. Annals of Tourism Research85: 103032.
77.
ZhengYGohEWenJ (2020) The effects of misleading media reports about COVID-19 on Chinese tourists’ mental health: a perspective article. Anatolia31(2): 337–340. DOI: 10.1080/13032917.2020.1747208.
78.
ZhuCFongLHNGaoH, et al. (2022) When TikTok meets celebrity: an investigation of how celebrity attachment influences visit intention. Current Issues in Tourism26: 2762–2776.
79.
ZouYMengF (2020) Chinese tourists’ sense of safety: perceptions of expected and experienced destination safety. Current Issues in Tourism23(15): 1886–1899.
