IMPACTS OF RISK PERCEPTION ON THE BEHAVIOURAL INTENTIONS OF TOURISTS TRAVELING TO SOUTHEAST ASIA
DOI:
https://doi.org/10.21837/pm.v23i38.1842Keywords:
Behavioural Intention, Risk Perception, SEM, Southeast Asia, TourismAbstract
Southeast Asia, geographically close to China and rich in tourism resources, is a popular destination for Chinese tourists. However, the rising number of outbound Chinese tourists has been accompanied by increasing safety concerns, posing significant threats to tourists' lives and assets and influencing their future travel intentions (TIs). This study examines the impacts of six dimensions of perceived risk—social (SOCR), financial (FINR), physical (PHYR), facility (FACR), psychological (PSYR), and functional (FUNR)—on the behavioural intentions (BIs) of Chinese tourists to Southeast Asia. Using a questionnaire survey and structural equation modelling, we analysed the responses of potential tourists. The findings reveal a high overall level of risk perception (RP) among tourists, with SOCR, PHYR, and FINR significantly and adversely affecting their BIs. This research highlights why it is important for tourism enterprises and destination governments to enhance destination risk management and reduce tourists' RPs to improve their TIs.
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