The Effect of Risk Perceptions on Tourists’ Revisit Intentions

Abstract

It is evident that the risk element has a significant impact on the intention of tourists to travel as well as on their destination selection criteria. Therefore, the determination of risk perception particularly for a destination will be beneficial for the management of that destination. The objective of this study is to reveal the risk perceptions of foreign tourists visiting Marmaris district of Mu?la province which is one of the major tourism centers in Turkey and determine the impact these risks have on their intention to revisit the area. The sampling group of the study consisted of foreign tourists visiting Marmaris district during June and August in 2014. Data was obtained from a total of 387 foreign tourists for the application. The study revealed that the risk perception of tourists in Marmaris was minimal. Furthermore, it was determined that the perceived highest risk involved financial risks while the lowest risk was perceived in terms of socio-psychological dimensions. The study revealed that the risks (socio-psychological risk, time risk, physical risks, financial risks and performance risk) perceived by tourists during their holiday in Marmaris did have an impact on their intentions to visit again.

Keywords: Perceived risk, revisit intention, Marmaris district