Abstract
This article seeks to measure the potential risk tolerance in tourism and to determine whether individuals’ rationality in daily life is consistent with their choice of destination for foreign travel. Findings of the research, carried out among Israeli students, indicate such a consistency: individuals with higher general risk aversion also have higher risk aversion in tourism. These results can give tourism service providers greater insight into how tourists make decisions, thus enabling them to offer destinations that are personally adapted to the travel experience and general risk tolerance of tourists.
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