Risk Perceptions of a Mixed-Image Destination: The Case of Turkey's First-Time Versus Repeat Leisure Visitors

Kurtulus Karamustafa, Galia Fuchs, Arie Reichel

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

The purpose of this study is twofold: first, to investigate tourists' perception of risk about Turkey as a mix image destination and second, to examine if perceived risk of Turkey as a tourism destination differs between first-time and repeat visitors. The findings of the study indicated six risk dimensions as perceived by tourists visited Turkey: (a) time and social risk, (b) financial risks, (c) physical risks, (d) pressing situation risk, (e) experience-related risk, and (f) weather and hotel risk. Descriptive findings suggest that perceived risk of Turkey as a tourism destination was low in spite of some possible risk patterns due to its mixed image. Significant differences were found between first-time and repeat visitors in terms of destination risk perceptions. The study offers practical and theoretical implications for tourism marketing and managing risk in mixed image tourism destinations.

Original languageEnglish
Pages (from-to)243-268
Number of pages26
JournalJournal of Hospitality Marketing and Management
Volume22
Issue number3
DOIs
StatePublished - 1 Apr 2013

Keywords

  • Turkey
  • destination risk perception
  • first time versus repeat visitors
  • mixed destination image

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