Unsafe visitor behaviors jeopardize their safety and destination sustainability, urging effective tourism safety communication to foster compliance. Utilizing construal level theory (CLT) and elaboration likelihood model (ELM), this study investigated how social norms (descriptive vs. injunctive) and anthropomorphized roles (friend vs. mentor) jointly shape visitors’ safety compliance behavior. The results of 2 experimental studies revealed that injunctive norms aligned with the mentor role enhance safety compliance behavior through the mediating effect of perceived threat, whereas descriptive norms coupled with the friend role guide safety compliance behavior via psychological closeness. From a matching perspective, our research enhances the understanding of tourism safety communication strategies and their impacts, thereby inspiring the combined application of CLT and ELM and providing insights into effective tourism safety management.

中文翻译：

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制止不安全行为：旅游安全传播中社会规范与拟人化角色的匹配策略


不安全的游客行为危及他们的安全和目的地的可持续性，敦促有效的旅游安全沟通以促进合规。本研究利用解释水平理论 (CLT) 和阐述可能性模型 (ELM)，研究了社会规范（描述性与命令性）和拟人化角色（朋友与导师）如何共同塑造访客的安全合规行为。两项实验研究的结果表明，与导师角色相一致的禁令性规范通过感知威胁的中介作用增强安全合规行为，而与朋友角色相结合的描述性规范则通过心理亲密程度指导安全合规行为。从匹配的角度来看，我们的研究增强了对旅游安全传播策略及其影响的理解，从而启发CLT和ELM的结合应用，并为有效的旅游安全管理提供见解。