Title: Perceived risk, satisfaction and future behaviour of windsurfers: a segmentation perspective

Authors: Girish Prayag; Miran Jankee

Addresses: New Zealand Tourism Institute, AUT University, Private Bag 92006, Auckland 1142, New Zealand ' Department of Management, Faculty of Law and Management, University of Mauritius, Reduit, Mauritius

Abstract: Consumers' perceptions of risks are central to their evaluations, choices and behaviours. Surprisingly, the tourism literature does not profile adventure tourists based on their risk perceptions. The main objective of this study is to identify distinguishable patterns of perceived risk in the context of windsurfing and participants' post-consumption evaluations of satisfaction and future behaviour. Cluster analysis indicated the existence of three segments among windsurfers: risk moderates, risk averse and risk takers. These segments can be differentiated using nationality, length of stay, overall satisfaction and recommendation intentions. The findings have implications for marketing the destination, communication of risks to potential windsurfers, and risk reduction strategies to employ.

Keywords: risk perceptions; segmentation; windsurfing; satisfaction; revisit intentions; Mauritius; perceived risk; future behaviour; windsurfers; tourism; adventure tourists; cluster analysis; risk reduction strategies; destination marketing.

DOI: 10.1504/IJTP.2013.054054

International Journal of Tourism Policy, 2013 Vol.5 No.1/2, pp.19 - 33

Published online: 02 Jul 2014 *

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