TY - JOUR
T1 - Safety, security, clean air and intention to experience
T2 - Do TikTok short video narratives matter?
AU - Mohammed, Iddrisu
AU - Mahmoud, Mahmoud Abdulai
AU - Ahmed, Abdul Salam
AU - Preko, Alexander
AU - Mwin, Norbert
AU - Clottey, Emmanuel Kwei
AU - Boakye, Bernice
N1 - Publisher Copyright:
© The Author(s) 2023
PY - 2025/7
Y1 - 2025/7
N2 - 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.
AB - 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.
KW - Tiktok short video
KW - clean air
KW - intention to experience
KW - narratives
KW - safety
KW - security
UR - https://www.scopus.com/pages/publications/85177215869
U2 - 10.1177/14673584231217654
DO - 10.1177/14673584231217654
M3 - Article
AN - SCOPUS:85177215869
SN - 1467-3584
VL - 25
SP - 362
EP - 374
JO - Tourism and Hospitality Research
JF - Tourism and Hospitality Research
IS - 3
ER -