Aviation Disaster Crises on Tourism Decision-Making: The Mediating Role of Destination Reputation

Songyu Jiang, Akera Ratchavieng, Han Wang, Nutteera Phakdeephirot and Yi OuYang
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Songyu Jiang: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Phutthamonthon, Thailand
Akera Ratchavieng: Faculty of Industry and Technology, Rajamangala University of Technology Rattanakosin, Phutthamonthon, Thailand
Han Wang: Faculty of Teacher Traning, Xishuangbanna Vocational and Technical College, Jinghong City, China
Nutteera Phakdeephirot: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Phutthamonthon, Thailand
Yi OuYang: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Phutthamonthon, Thailand

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2025, vol. 16, issue 1, 1-28

Abstract: This study aims to (1) examine the impact of aviation disaster crises on destination reputation and tourism decision-making and (2) investigate the mediating role of destination reputation in this process. The authors conducted an online survey targeting international travelers and obtained valid responses from 452 participants whose travel decisions may be influenced by aviation-related incidents. Using random sampling and structural equation modeling (SEM), the results reveal that perceived severity, attribution of responsibility, and transparency of information have significant negative effects on tourism decision-making, while media exposure and perceived frequency show weaker and non-significant impacts. Importantly, destination reputation was found to mediate the relationship between several crisis perception variables (including perceived severity, frequency, media exposure, and responsibility attribution) and tourism decision-making, confirming its critical psychological role in shaping traveler behavior.

Date: 2025
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