The analysis of risk perception with fuzzy means-end approach

Abstract

Visitors’ risk perceptions have been found to influence the on-site behavior of tourists and their intention to return to a destination or to recommend it to others. This study discusses how the uses of a means-end approach with fuzzy conceptualization in eliciting the perception of tourism risks in a better understanding of the visitors’ perceptual orientation toward the tourism values. We provide a hierarchy value map that fuses the attribute–consequence–value (A–C–V) and fuzzy linguistics to effectively and efficiently understand vacation risks and risk characteristics. Fuzzy logic is also adopted to deal with the ill-defined nature of the tourist linguistic judgments required in the proposed means-end chain. This research findings suggest that additionally to managing the most likely risks, tourist resorts should be prepared to cope with worst case scenarios such as “Thunderstorm”, “Bus accident”, “Food poisoning” and “Cable car accident”. From an overall risk perceptive, tourists are most concerned with dominant perceptual orientation of risk delivers being “Bus accident” → “Decrease of trust in the safety management as a result of the event of damage” → “Anger”.