Traveler’s adoption of travel advisory system: a case of Hong Kong’s outbound travel alert system

ABSTRACT

This study attempts to test the applicability of the theory of protection motivation (PMT) model and explores the effect of travel-related and sociodemographic factors on travel advisory compliance intention. The findings revealed that travelers’ behavioral intention to follow travel advice is driven by self-efficacy, response efficacy, perceived severity, and the insignificant benefit of maladaptive behaviors. The results also indicated that female travelers and travelers who are aged 45 or above, have young child/children, have high income, prefer packaged travel, and are inclined to buy travel insurance tend to consult and adhere to travel advice.

KEYWORDS:

• Travel advisory
• protection Motivation Theory
• perceived severity
• perceived vulnerability
• self-efficacy
• response efficacy
• response cost
• benefit of maladaptive behaviors
• Hong Kong
• outbound Travel Alert System

Acknowledgments

The work described in this paper was fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project No. PolyU5990/13H)

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Research Grants Council of the Hong Kong Special Administrative Region, China [Project No. PolyU5990/13H].