Chapter 19: Managing and Marketing Tourism Experiences: Extending the Travel Risk Perception Literature to Address Affective Risk Perceptions

This chapter discusses the current risk perception literature in the tourism field. The chapter critiques the literature and offers a solution through a more conceptual and operational definition of risk perceptions. Specifically, the inclusion of affective risk perceptions will be added to the literature via the risk-as-feelings hypothesis. Extension of the current literature will enhance research moving forward.

The chapter will provide a literature review, propose a conceptual model, and operationalize the risk perception variables.

The outcome of this chapter is to provide a conceptual model as a framework to address risk perception studies in tourism and hospitality in the future. The model will provide clear measurement scales to be tested.

This chapter gives a much needed theoretical and conceptual foundation to the study of risk perceptions in the travel and tourism literature.