Antecedents of Tourists’ Perceived Risks: Experience from Tanzania

Abstract

This study seeks to determine the perceived risks of tourists visiting Tanzania based on their demographic characteristics by using a five-dimensional framework of tourists’ perceived risk. Data was gathered from 136 international tourists through convenient sampling. The perceived risks studied include political risks, performance risks, physical health risks, plan risks, and financial risks. This study has identified significant differences in the tourists’ perceived risks because of gender, age, level of education, income, past travel experience, number of visits, travel companionship, and nationality, which are discussed in this paper. The findings are expected to assist the policymakers, marketing managers, tourists service providers and other stakeholders in Tanzania’s tourism industry must consider. Other studies in the future may use different sampling techniques; also, a follow-up study may be carried out to find how the situation relating to the risks has improved over time. Finally, this study focused on five types of risks; thus, other studies may look at more types of risks