The role of risk perceptions in destination choice processes
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Conference Contribution - unpublished
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Abstract
The overall aim of this paper is to understand the role of risk perception in destination choice processes, especially when that interaction occurs at least partly through online activities. The research is being undertaken with Chinese outbound travellers who browse online travel information as part of their decision-making process. In-depth qualitative interviews have been undertaken, and interviewees were recruited via online travel sites. Key decision processes are focused on through the use of a longitudinal method that tracks both risk-related feelings and behaviour. The preliminary findings highlight the moderating role of online travel companions and the role of enjoyment of a time-constrained holiday.