Cultural differences in tourist destination risk perception: An exploratory study

The primary purpose of this exploratory study is to analyze the contribution of intercultural and interreligious differences to tourist destination risk perception. The premise of the study is that different nations are characterized by different cultures and levels of risk perception with regard to a particular destination. It is hypothesized that people of different religious affiliations demonstrate different levels of risk perception of a specific tourist destination. Also, it is assumed that tourists of various cultures and religious backgrounds differ in terms of risk-reduction strategies. In order to examine the relationships between the two cultural dimensions, nationality and religion, and tourist destination risk perception and risk-reduction strategies 776 face-to-face interviews were conducted with tourists from different countries and of different religious backgrounds. Significant differences were found in the overall risk perception of a given tourist destination and a variety of risk-perception dimensions among tourists of various nationalities. Religious affiliation was found to be associated with varying degrees of destination risk perceptions. There were also statistically significant differences in the use of various risk-reduction strategies among nations and religions. Moreover, the self-perceptions of tourists as "risk-takers" or "risk avoiders" varied along national and religious lines. The paper concludes with a discussion of the research and marketing implications of the study.