Exploring National Tourism Organizations’ (NTOs) Use of YouTube to Communicate Information on Destination Safety and Security

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.