Portrayal of Jeju Air Flight 2216 Incident in Thai News Media and Its Influence on Risk Perception in Air Travel Intention on Thai Audiences

Xin Fan; Salas Supalakwatchana

Authors

Xin Fan Bangkok University International
Salas Supalakwatchana Bangkok University https://orcid.org/0009-0005-7755-1470

Keywords:

media portrayal, risk perception, travel intention, news coverage, aviation

Abstract

This study investigates the portrayal of the Jeju Air Flight 2216 Incident in Thai news media and its influence on Thai audiences’ perception of air travel risk and travel intentions. Employing a mixed method, the research first utilized content analysis to identify emerging themes in news articles from top Thai news agencies following the December 29, 2024, incident. Secondly, a survey with 155 participants explored the impact of media portrayal on perceived risk factors and the influence of these factors on air travel intention. The content analysis revealed seven key themes. Findings from the quantitative analysis strongly indicate that the Thai news media’s portrayal of the incident positively influenced Thai audiences’ perceived risk of air travel across risk perception factors. Furthermore, all three perceived risk factors were found to negatively influence air travel intention (B ranging from -0.370 to -0.520, p <.001). These findings underscore the significant role of news media in shaping public risk perception during aviation crises and its direct impact on travel behaviour. The study suggests that news media, governments, and the aviation industry should consider these dynamics when developing crisis communication strategies to mitigate negative impacts and rebuild public trust in air travel.

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