Does Culture Influence Risk Perceptions?

Abstract

In an investigation of risk perceptions, this study found three distinct factors: risk perceptions associated with travel in general; risk perceptions associated with travel to the destination; and safety concerns associated with destination choice. This study also sought to examine tourists' risk perceptions from a cross-cultural perspective. Accordingly, the influence of cultural differences in terms of Hofstede's Uncertainty Avoidance Index (UAI), as well as destination past experience and sociodemographic characteristics on risk perceptions, were examined. The findings indicated that age, gender, and UAI significantly influenced risk perceptions. Specifically, there was a positive relationship between UAI and both travel risk perceptions and destination risk perceptions. Travelers without past experience visiting the destination were associated with higher destination risk perceptions and safety concerns than those with past experience. Furthermore, the findings revealed that destination past experience only played a significant moderating role in the relationship between age and travel risk perceptions.