An evaluation of the effectiveness of travel advisories with a specific focus on Hong Kong’s outbound travel alert system

The key objective of this study was to develop a theory-based understanding of the role that travel advisories play in how tourists make decisions to travel to specific destinations. Many countries issue travel alerts to inform their citizens about potential risks when travelling abroad. The literature has largely ignored this area of travel research despite the potential for tourists to become embroiled in a wide range of crisis events during foreign travel. This study first examined users’ perspectives of Hong Kong’s Outbound Travel Alert system using a mix of focus groups and in-depth interviews. The study found that outbound tourists had a low level of awareness and knowledge of travel advisories and many respondents preferred alternative information sources such as the Internet, social media and commercial news channels. In comparison, representatives of travel agencies and insurance companies reported that the alert system was useful in the pursuit of their business but felt there were shortcomings that needed to be addressed. Based on these findings, a model incorporating elements of the theory of planned behaviour and the protection motivation theory was developed to assist in the assessment of travel advisory compliance intention.