The role of a safe service environment in tourists' trust and behaviors–the case of terror threat

Safe service environments have received scant attention in the tourism literature despite their growing relevance for tourists' sense of safety. The current study adds to this literature by exploring the role of a safe service environment in the context of the threat of terror. Specifically, this study examines whether the perceived safety from terror of the design and layout of a service environment can build tourists’ interpersonal trust and, in turn, mitigate their defensive behaviors and enhance their positive word of mouth (WOM). In addition, the moderating effect of potential exposure to terror is examined. In the experimental design, respondents (N = 401) were randomly assigned to one of two experimental conditions: exposure or non-exposure to the likelihood of a terror attack at a tourist destination. As predicted, creating a safe service environment yielded interpersonal trust, which led to a decrease in defensive behaviors and an increase in positive WOM. ]Non]exposure to the likelihood of a terror attack moderated the impact of a safe service environment on positive WOM. This study demonstrates the importance of safety as an additional aspect of the service environment. Finally, adopting a business-oriented approach, the current study demonstrates how designing a safe service environment can improve tourists' experiences and lead to positive outcomes. Theoretical and practical implications for enabling safe tourist establishments (e.g., restaurants and other service settings) are discussed.