It Can’t Happen to Me: Travel Risk Perceptions

Abstract

Although the significance of travel risks is well documented, the process through which people assess their vulnerability and ultimately take on preventive measures needs clarification. Motivated by concern with traveler’s underestimation of risks, this chapter provides a crucial next step by introducing new theory to explain how people calibrate travel risks. The conceptual model incorporates constructs from motivational theories, cognitive appraisal, and emotionality. Future studies adopting this model will broaden the nature and scope of research on travel risk while helping government and industry to increase the reach and relevance of travel health and safety messages.

Citation

Ritchie, B.W., Monica Chien, P. and M. Watson, B. (2014), "It Can’t Happen to Me: Travel Risk Perceptions", Tourists’ Behaviors and Evaluations (Advances in Culture, Tourism and Hospitality Research, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 65-73. https://doi.org/10.1108/S1871-317320140000009008