Title: Unravelling perceived travel risk: a regression study with implications for tourism planners

Authors: Kevin Fuchs

Addresses: Faculty of Hospitality and Tourism, Prince of Songkla University, 80 Moo 1 Vichitsongkram Road, Kathu, Phuket, 83120, Thailand

Abstract: Understanding the factors that shape travel risk perception is essential for developing effective risk management strategies and targeted marketing campaigns in the tourism industry. This study investigated the relationship between social media usage, personal prior experiences, healthcare concerns, information preferences, and gender in shaping perceived travel risks toward the intention to travel. Through an examination of 256 survey responses utilising multiple regression analysis, the study reveals a noteworthy connection between the utilisation of social media and personal past experiences, and their relationship with the intention to travel in relation to travel risk. The findings have implications for the tourism industry, as they enable tourism stakeholders to develop customised risk management strategies and targeted communication approaches by understanding the contributions that the investigated factors make to travel risk perception. Furthermore, the study contributes to the existing literature by providing empirical evidence into the complex interplay of factors influencing travellers' risk perception.

Keywords: travel risk; travel decision-making; social media; Thailand; personal experiences; healthcare.

DOI: 10.1504/IJTP.2024.138402

International Journal of Tourism Policy, 2024 Vol.14 No.3, pp.257 - 271

Received: 25 Jul 2023
Accepted: 27 Sep 2023
Published online: 02 May 2024 *

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