Does perceived risk really matter in travel behaviour?

Cabere M., Rosario Gonzalez-Rodriguez M., ALBAYRAK T., Simonetti B.

JOURNAL OF VACATION MARKETING, vol.26, no.3, pp.334-353, 2020 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 26 Issue: 3
  • Publication Date: 2020
  • Doi Number: 10.1177/1356766720927762
  • Journal Name: JOURNAL OF VACATION MARKETING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete
  • Page Numbers: pp.334-353
  • Keywords: Travel motivation, destination image, risk perception, travel intention, Spain, Greece, WORD-OF-MOUTH, DESTINATION IMAGE, REVISIT INTENTION, MOTIVATION, PERCEPTION, TOURISM, SATISFACTION, ATTITUDE, MODEL, WILLINGNESS
  • Akdeniz University Affiliated: Yes

Abstract

In spite of its importance in understanding tourist behaviour, the scientific knowledge about risk perceptions about a destination has begun to expand especially after 1960s. Especially, far more research is yet needed for exploring the role of risk on potential tourists' travel motivations, destination image perceptions and visit intentions. This study, therefore, attempts to clarify the moderated impact of risk perception in the relationship among travel motivations, destination image and travel intentions. With this purpose, two survey studies were conducted on German tourists visiting Turkey, whereas the participants evaluated their perceptions about Spain or Greece. The results in both cases showed a high direct influence of travel motivations on destination image perception and a significant direct impact of destination image perception on travel intention. The findings also revealed that risk perception has a negative moderated effect on travel motivations, destination image and travel intention relationships.