Risk perception, media exposure, and visitor’s behavior responses to Florida Red Tide

Abstract

ABSTRACT Florida’s Red Tide outbreak, a major environmental disturbance in 2018, not only garnered nationwide attention but also affected both in-state and out-of-state visitors. Guided by the Social Amplification of Risk Framework (SARF), this study examined the relationships between media exposure, risk perception, and visitors’ behavioral responses. Data were gathered from two surveys in late 2018. The findings validate the practicality of applying SARF to the current context. This study also found that both perceived consequences and access to the community are significant predictors of visitor behavior. This study further discussed how to market destinations during turbulent times.