Risk and Uncertainty in Travel Decision-Making: Tourist and Destination Perspective
Published online on November 17, 2016
Abstract
Many studies on risk and destination choice focus on specific destinations or tourist characteristics in an isolated way, resulting in a fragmented nature in research results without a comprehensive understanding. Therefore, an integrated research approach is applied using tourists’ self-assessments of risk and uncertainty in travel decision-making, as well as key characteristics of destinations at hypothetical and realistic stages of the destination choice process. The study uses data collected from a survey on German tourists’ destination choice behavior. The results show that high educational levels and high travel frequencies are distinct characteristics of risk-affine tourists, while higher age groups are more dominant in risk- and uncertainty-averse tourist types. Tourists with varying attitudes toward risk and uncertainty in travel decision-making differ strongly with respect to ideal destinations initially, but choose rather similar destinations when it comes to the final destination choice.