Examining the Dual Function of In-Flight Safety Videos in Safety Management and Destination Marketing

This study investigates the dual function of in-flight safety videos as both a safety management tool and destination marketing material. Based on the information processing model and affect transfer model, a mixed-methods design was adopted. The content of safety videos from 55 major national flag carriers was analyzed. A between-subjects experiment was conducted to measure the effects of key media components on safety management and destination marketing outcomes. The results reveal varying effects. While it does not influence perceived safety or compliance intentions, the inclusion of destination content, particularly when presented through live-shot imagery, positively impacts destination image and increases visit intentions. However, this comes at the cost of reduced memory recall among viewers. These findings confirm the dual function of modern in-flight safety videos and reveal a trade-off between aesthetic appeal and functional effectiveness. We conclude with implications for balancing different objectives when destinations are used as an appeal for safety videos.