Adapting from the extant literature, this paper aims to present an empirical framework of risk measurement in the context of food safety risk in overseas destinations.
Data were collected from 715 respondents visiting Macau in October 2008 by using intercept method. Principal component analysis followed by confirmatory factor analysis were utilised for data analysis.
The research yielded 12 factors, of which five factors, namely Dread, Framing effect, Controllable, Regulation and Past experience measure risk characteristics; two factors, namely Uncertainty and Consequence measure tourist risk perception, and five factors, namely Travel information, Safety assurance, Destination reputation, Marketing activities and Precaution measure risk reduction, especially related to food safety risk in international destinations.
The tourist industry should understand more specifically what tourists want to know so as to devise appropriate communication management strategies at the international destination.
The risk measurement framework provides an insight for the development of an instrument to assess the social and economic impact on tourist perception of international travel risk.
