Perceived risk, satisfaction and future behaviour of windsurfers: a segmentation perspective Online publication date: Wed, 02-Jul-2014
by Girish Prayag; Miran Jankee
International Journal of Tourism Policy (IJTP), Vol. 5, No. 1/2, 2013
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.
Online publication date: Wed, 02-Jul-2014
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Tourism Policy (IJTP):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com