The Impact of Risk Perception and Factors on Tourists Decision Making for Choosing the Destination Uttarakhand/India

Abstract

This study explores the tourists' perception of risks attached to safety and security affecting their decision-making process. The study further discusses the risk perception of tourists in relation to social and cultural factors, media influence and demographic factors that motivate tourists to choose a safe destination and how tourists perceive the safety and security measures in the hospitality and tourism industry and at their travel destination. Quantitative research methodology was implemented and samples were collected from both the domestic as well as international tourists. A Stratified Random Probability Sampling method was applied to select the sample at five tourist spots of India i.e., Dehradun, Mussoorie, Haridwar, Rishikesh, and Nainital. 287 questionnaires were returned back and the data was analysed by using Statistical Package for Social Sciences. The findings reveal that tourists' decision-making process is influenced by their risk perception level; therefore, this study validates that tourists' decision-making is influenced by their risk perception level in relation with socio-cultural factors and media influence and provides useful information for destination marketers, hospitality operators and its stakeholders in proper planning and implementation of the policies and to utilize this information while undertaking the marketing campaign or develop tourist products.