ABSTRACT

Perceived travel risks arise from the uncertain and undesirable consequences associated with traveling to a destination. These perceived risks could make tourists feel reluctant to travel to a particular destination, or conversely may tempt some to visit a certain destination to feed their taste for adventure. Tourists may not perceive and react to the same types and degrees of risk in the same manner. This is due to their socially constructed knowledge and past experience associated with related incidents, which result in such incidents being perceived differently. Therefore, this paper has three purposes. First, it examines travel risk dimensions as perceived by international tourists. Second, it seeks to segment international tourists based on a combination of protective motivation theory (perceived vulnerability and severity) and travel use history theories (past travel experience). Third, it determines how each segment employs risk reduction strategies as self-protective behaviors. Thailand was chosen as the location for the study. Using perceived vulnerability and severity of risk perceptions as cluster variates, the cluster analysis of 511 questionnaires resulted in three segments of tourists being identified, with varying degrees of risk propensity and personal profiles. Their risk reduction strategies were examined. Practical and theoretical implications are also offered.

摘要

感知到的旅行风险来自与前往目的地旅行相关的不确定和不良后果。这些感知到的风险可能使游客不愿前往特定目的地，或者相反可能会诱使一些人前往某个目的地来满足他们冒险的兴趣。游客可能不会以相同的方式感知和应对相同类型和程度的风险。这是由于他们的社会建构知识和与相关事件相关的过去经验，导致对此类事件的看法不同。因此，本文有三个目的。首先，它考察了国际游客所感知的旅行风险维度。第二，它试图根据保护性动机理论（感知到的脆弱性和严重性）和旅行使用历史理论（过去的旅行经历）对国际游客进行细分。第三，它决定了每个细分市场如何将风险降低策略作为自我保护行为。泰国被选为研究地点。使用感知的脆弱性和风险感知的严重性作为聚类变量，对 511 份问卷进行聚类分析，确定了三个游客群体，具有不同程度的风险倾向和个人概况。他们的风险降低策略进行了检查。还提供了实践和理论意义。泰国被选为研究地点。使用感知的脆弱性和风险感知的严重性作为聚类变量，对 511 份问卷进行聚类分析，确定了三个游客群体，具有不同程度的风险倾向和个人概况。他们的风险降低策略进行了检查。还提供了实践和理论意义。泰国被选为研究地点。使用感知的脆弱性和风险感知的严重性作为聚类变量，对 511 份问卷进行聚类分析，确定了三个游客群体，具有不同程度的风险倾向和个人概况。他们的风险降低策略进行了检查。还提供了实践和理论意义。