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

Nelson K.F. Tsang, Ophelia Wong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)


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.

Original languageEnglish
Pages (from-to)213-231
Number of pages19
JournalJournal of Travel and Tourism Marketing
Issue number2
Publication statusPublished - Mar 2021


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

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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