The Impact of Negative Media Coverage of Island Tourism on Risk Perception for Island Tourism, Destination Image, and Participation Intention

This study aimed to empirically study the effects of negative media coverage on island tourism on risk perception, destination image, and participation intention. Due to the geographical characteristics of islands, access to them is only possible by ship, so there are many negative coverage in the media due to frequent ship accidents, frequent water play accidents, and the inability of ships to depart due to bad weather. Such negative media coverage can increase the perception of risk in island tourism and negatively change the destination image, which ultimately leads to a decrease in the intention to participate in island tourism. A survey was conducted targeting potential island tourism users, and a total of 257 questionnaires were used for empirical analysis. As a result of factor analysis, negative media coverage on island tourism were classified into a single dimension, and risk perception was classified into loss risk, accident risk, performance risk, and physical risk. Destination image and participation intention were each classified into a single dimension. As a result of regression analysis, Hypothesis 1 negative media coverage had a significant positive effect on loss risk, performance risk, accident risk, and physical risk, and Hypothesis 2 a significant negative effect on destination image. In addition, Hypothesis 3 physical risk on island tourism had a significant negative effect on destination image, and Hypothesis 4 accident risk and physical risk had a significant negative effect on participation intention. Finally, Hypothesis 5 the destination image was found to have a significant positive effect on the participation intention.