A safety marketing stimuli-response model of passenger behaviour in the ferry context

Abstract

Purpose-This study aims to propose a safety marketing stimuli-response model to explain passengers' safety behavior in the ferry services context. Design/methodology/approach-Structural equation modeling was conducted to examine the impact of safety marketing stimuli on passengers' safety awareness and behavior by using data obtained from a survey of 316 ferry passengers in Hong Kong. Findings-The authors found that passengers' perceptions of ferry safety marketing stimuli positively affected their safety awareness and safety awareness positively affected passengers' safety behaviors. Specifically, they found that safety awareness played a mediating role in the relationship between ferry safety marketing stimuli and passengers' safety behaviors. Practical/implications-The empirically validated scales can be adapted to practices of safety marketing, while providing helpful information for ferry operators to evaluate their efforts of safety marketing and implications for improvement. Originality/value-According to the authors' knowledge, this study is one of the first attempts to fill this research gap by empirically validating and theoretically conceptualizing measures of safety marketing stimuli based on the marketing stimulus-response model.

The effect of social cognition and risk tolerance on marine pilots’ safety behaviour.

“…The finding has general implication in the investigated region while the methods used can be tailored and applied to test the pilots in the other areas to generate more meaningful contributions such as best practice based on benchmarking in different regions. Furthermore, based on the analysed influencing mechanism among marine pilots' social cognation, personality traits and safety behaviour in this study, future work can investigate the issues as to how to build a good safety climate (Lu, et al, 2017), improve safety awareness (Lu, et al, 2018) and adjust adverse personality characteristics to promote marine pilots' safety behavior. The pilot AIS plug is not equipped or not available.…”

Role of Health and Safety Management Practices in Safety Performance of Malaysian Bumiputera SMEs

“…The values and culture of an organization have a direct impact on the successful implementation of safety rules (Gao et al, 2018). Effective safety concept promotion significantly improves employees' safety awareness (Lu, Poon & Weng, 2018), increases the execution of safety regulations, and ensures that safetyrelated measurements and messages are precisely delivered to their target groups (Lin & Chang, 2021).…”

Passengers’ safety awareness and perception of wayfinding tools in a Ro-Ro passenger ship during an emergency evacuation

“…In recent years, many researchers have investigated individuals' perception of the evacuation process (Haghani, 2020a;Shiwakoti et al, 2019b), the interaction between people and their surrounding environments (Lovreglio et al, 2018;Lu et al, 2018), individuals' perception of wayfinding tools (Ronchi et al, 2018;2016;Shiwakoti et al, 2016;, the effectiveness of signage in wayfinding systems (Galea et al, 2014a;Xie et al, 2012), safety perception of transportation infrastructure (Priye and Manoj, 2020;Shiwakoti et al, 2019a), and influence of age, ethnic background and gender on safety perception (Chang and Yang, 2011;Delbosc and Currie, 2012;Shiwakoti et al, 2019b).…”

“…The concept of safety awareness draws from situational awareness, which refers to the perception of safety elements and potential hazards in a certain environment within a certain time and space, as well as a prediction of its future status (Korkmaz and Park, 2019;Lau et al, 2020;Uzuntarla et al, 2020). Lu et al (2018) used the data obtained from a survey of 316 ferry passengers in Hong Kong to conduct structural equation modelling, and studied the impact of safety marketing incentives on passengers' safety awareness and behaviour, and found that passengers' familiarity with the ship's environment affects their safety awareness, which in turn can positively affect passengers' behaviour. It was suggested that ferry operators should increase their attention to safety videos, guides and notices to increase their safety awareness of passengers (Lau et al, 2020;Lu et al, 2018).…”

“…Lu et al (2018) used the data obtained from a survey of 316 ferry passengers in Hong Kong to conduct structural equation modelling, and studied the impact of safety marketing incentives on passengers' safety awareness and behaviour, and found that passengers' familiarity with the ship's environment affects their safety awareness, which in turn can positively affect passengers' behaviour. It was suggested that ferry operators should increase their attention to safety videos, guides and notices to increase their safety awareness of passengers (Lau et al, 2020;Lu et al, 2018). A survey study at the Melbourne Train Station by Shiwakoti et al (2016) found that many passengers did not have a clear understanding of wayfinding tools and evacuation processes.…”