The impact of theft and tourist-targeted attacks in London on college students travel intentions: evidence from an experimental study

Destination reputation strongly shapes travel decisions, particularly among college students. This study examines how negative media coverage - specifically theft and tourist-targeted attacks - affects students' intentions to visit London. Using an experimental design, participants were assigned to a control group or an experimental group exposed to such media reports. Findings show that exposure significantly increased perceived risk and reduced willingness to travel. Interpreted through perspectives from media studies, sociology, behavioural economics, criminology, and communication theory, the results highlight the substantial impact of adverse publicity on travel behaviour. The study underscores the importance of strategic communication and active reputation management by tourism stakeholders, offering insights relevant to both academic research and practical tourism management amid growing global security concerns.