Travel destination choice: does perception of food safety risk matter?

Abstract

PurposeThe purpose of this paper is to explore the relationship between risk characteristics, risk perception and future travel intention in the context of food safety risk.Design/methodology/approachThis research used a structured questionnaire administered to a convenience sample of 715 participants. By using structural equation modelling method, a travel intention framework was successfully developed to test the impact of characteristics of food safety risk on perception of risk, and subsequently on travel intention. In addition, the framework was also tested and compared with different demographic groups.FindingsThe research confirms that the characteristics of risk have impact on the two dimensions of perception of risk, namely, likelihood of occurrence and consequence of occurrence in turn travel intention. Furthermore, characteristics of risk affect demographic groups differently.Research limitations/implicationsThe finding of this study offers insight into the distinct effects between the two dimensions, namely, likelihood and consequence of risk perception and each dimension consists of different loss components and has different effect on travel intention.Practical implicationsThe framework provides insight to the government and travel industry that risk perception is a paramount issue for travellers when making destination decision. As such, the government and travel industry should take action to prevent the occurrence of food risk and to reduce the severity consequence of the risk when it occurs.Originality/valueThis research is one of the few studies generating new insights into perception of food safety risk in international tourism from the social science and marketing perspective.