Title: The moderator effect of risk on Travel Decision Making

Authors: Oriana Silva, Helena Reis, Antonia Correia

Addresses: CASEE, Faculty of Economics, University of Algarve, Campus de Gambelas, 8000-117 Faro, Portugal. ' CASEE, Escola Superior de Gestao, Hotelaria e Turismo, University of Algarve, Campus da Penha, 8000-117 Faro, Portugal. ' CASEE, Faculty of Economics, University of Algarve, Campus de Gambelas, Faro 8000-117 Faro, Portugal

Abstract: An interpretative analysis of 48 long interviews carried out in the Southeastern part of Portugal was performed, with the central aim of understanding how individuals perceive and verbalise risks related to tourism and how these risks influence the Travel Decision Making (TDM). It is concluded that although risks are to some extent unknown to decision makers, they may influence tourist choices, expressed by delaying, postponing or avoidance behaviours. Decisions are, however, context dependent and unique, deriving from individuals| life own settings and backgrounds; thus, motivations, existence of travel companion, family support and reduced costs of participation may invert the negative impact of risks and facilitate the decision.

Keywords: tourism risks; tourists; hesitation; travel decision making; ecological systems theory; qualitative research; consumer behaviour; Portugal; preceived risks; risk perception; tourist choices.

DOI: 10.1504/IJTP.2010.040392

International Journal of Tourism Policy, 2010 Vol.3 No.4, pp.332 - 347

Published online: 25 May 2011 *

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