The impact of destination security threats on tourist intentions through perceived credibility and celebrity influence with a three-way moderation approach

Why travel choices are about more than plane tickets

When people dream about visiting a new country, they weigh more than prices and photos. They ask friends for opinions, watch famous people’s trips online, and worry about whether they will feel safe. This study looks at how those social voices, fears about safety, and the pull of celebrities come together to shape plans to visit places like Pakistan.

Friends, feelings, and the joy of the trip

The researchers start from a simple idea: people rarely decide alone. We listen to friends, online communities, and people we admire. The study focuses on three kinds of social pull. First, people may go along with others to fit in with a group. Second, they may absorb others’ views because they match their own values. Third, they may follow those they look up to in order to belong. All three, the authors argue, feed into a key feeling they call enjoyment: how fun, rewarding, and pleasant a visit is expected to be. When travelers expect a trip to be enjoyable, they are far more likely to intend to go.

When safety worries dim the excitement

Pakistan has famous mountains, historic ruins, and rich culture, yet it often appears in the news for security concerns. The study looks at how such worries about terrorism, crime, or political tension affect people’s travel plans. Even if travelers think a destination would be very enjoyable, strong fears about safety can weaken their desire to visit. In other words, safety concerns act like a filter that dulls the power of positive feelings. This effect is especially strong in places already seen as risky, where travelers try to avoid uncertainty.

How celebrities can change the story

The authors then turn to well known public figures, such as actors, athletes, or influencers, who visit or promote destinations. When people see a celebrity as trustworthy and influential, some of the positive qualities they attach to that person spill over to the place being promoted. The study finds that this perceived credibility does more than boost general liking. It strengthens the link between expected enjoyment and the intention to visit: if a destination seems fun and a trusted celebrity appears to enjoy it too, people are even more likely to plan a trip.

Three forces working together

The most striking part of the research is how safety fears and celebrity influence interact. Using survey data from 540 potential tourists in Pakistan, the authors show that security worries normally weaken the pull of enjoyment on travel plans. But when a celebrity is viewed as highly credible and persuasive, that negative effect shrinks. In simple terms, a trusted public figure can partially offset the chilling impact of fear. The study shows a three way pattern: enjoyment pushes people toward visiting, security threats pull them back, and celebrity credibility acts like a cushion that softens the pull of fear.

What this means for travelers and destinations

For readers, the message is that our travel choices are shaped by more than rational calculations. We respond to joy, fear, friends’ opinions, and famous faces, often all at once. For destinations like Pakistan, the findings suggest that improving real safety and communicating it clearly remain essential. At the same time, carefully chosen, genuinely trusted celebrities can help rebuild confidence without hiding real risks. In everyday terms, if people believe a place will be enjoyable, feel reasonably safe, and see role models they trust visiting there, they are far more likely to turn a wishful daydream into an actual trip.

Citation: Huang, X., Ahmad, W., Shahbaz, M. et al. The impact of destination security threats on tourist intentions through perceived credibility and celebrity influence with a three-way moderation approach. Sci Rep 16, 15112 (2026). https://doi.org/10.1038/s41598-026-46046-3

Keywords: tourist intention, destination security, celebrity influence, social influence, Pakistan tourism