THE RELATIONSHIP BETWEEN RISK AVOIDANCE AND NOVELTY SEEKING BEHAVIOUR IN DESTINATION DECISION MAKING

Year 2017, Volume: 2 Issue: 2, 162 - 171, 31.12.2017

Aytuğ Arslan , Hakan Boz , Özer Yılmaz Burçin Boz

https://doi.org/10.24013/jomelips.365415

Cited By: 1

Abstract

The tourism
industry makes great contribution to the countries’ economies. At the same
time, it helps to balance regional income distribution. Tourist spending has
multiplier effect on the host country's economy apart from the direct revenues.
However, there are significant fluctuations in demand in the tourism sector.
This situation can adversely affect destinations which are largely dependent on
tourism revenues. One of the important factors affecting demand related to
destinations is the risk perceptions of the tourists. The main aim of this
study is to determine the effect of risk perception on destination choice behaviour.
For this purpose, the study was carried out to understand how potential
domestic tourists perceive the risks related to security and respond to them in
terms of destination decision making. The survey which was conducted in the
form of a structured questionnaire was applied to 163 participants. The result of
the study reveals that the different psychographic groups would exhibit differences
in novelty seeking behaviour. It was determined that the novelty seeking
behaviour in terms of destination choice was low among the potential tourists
who would not define themselves as risk-taker or seldom the first person to try
anything new, and not happy with having holiday at unfamiliar destination. For
those persons, when the risk aversion increases, the novelty seeking behaviour
decreases. 

Keywords

Tourism, Marketing, Risk Perception, Novelty Seeking Behaviour

DESTİNASYON KARAR VERME SÜRECİNDE RİSKTEN KAÇINMA VE YENİLİK ARAMA DAVRANIŞI ARASINDAKİ İLİŞKİ

Abstract

Turizm endüstrisi ülkelerin
ekonomilerine büyüt katkı sağlamaktadır. Aynı zamanda, bölgesel gelir
dağılımının dengelenmesine de yardımcı olmaktadır. Turizm harcamaları doğrudan gelirler
dışında ülkelerin ekonomisi üzerinde çarpan etkisine sahiptir. Ancak, turizm
sektöründe talepte önemli dalgalanmalar olmaktadır. Bu durum turizm gelirlerine
büyük ölçüde bağlı destinasyonları olumsuz yönde etkileyebilmektedir.
Destinasyona yönelik talebi etkileyen önemli faktörlerden biri turistlerin risk
algılarıdır. Bu çalışmanın ana amacı destinasyon seçiminde risk algısının
etkisini belirlemektir. Bu amaçla, çalışma potansiyel yerli turistlerin
güvenliğe ilişkin riskleri nasıl algıladıkları ve destinasyon karar verme
sürecinde nasıl tepki verdiklerini anlamak için gerçekleştirilmiştir. Araştırma
yapılandırılmış anket şeklinde 163 katılımcıya uygulanmıştır. Çalışmanın sonucu
farklı psikografik gruplarda yenilik arama davranışının farklılıklar göstereceğini
ortaya koymuştur. Kendini risk alan biri olarak tanımlamayan ya da nadiren yeni
bir şeyi deneyen ve daha önce tanımadığı bir destinayonda tatil yapma fikrinden
mutluluk duymayan potansiyel turistler arasında destinasyon seçimi bakımından
yenilik arama davranışının düşük olduğu tespit edilmiştir. Bu kişiler için
riskten kaçınma arttıkça, yenilik arama davranışı azalmaktadır.

Keywords

Turizm, Pazarlama, Risk Algısı, Yenilik Arama Davranışı

References

• Adam, I. (2015). Backpackers' Risk Perceptions and Risk Reduction Strategies in Ghana, Tourism Management, 49, 99-108.
• Albuz, N., Akın, A., Akın, A. (2017). Tourist Destination Risk Perception: The Case of Gaziantep Province in Turkey, Proceedings of ISER 60th International Conference, Madrid, Spain.
• Amara, D. (2012). Tourists’ Risk Aversion and Willingness to Take Risks: The Case of Tourists Visiting Egypt after 25th January Revolution. 6th World Conference for Graduate Research in Tourism, Hospitality and Leisure, 22, Routledge.
• Arslan, A., Yılmaz, Ö., Boz, H. (Article in Press). Destinasyon Seçiminde Yenilik Arama Davranışı, Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, DOI: 10.5505/pausbed.2018.58058
• Artuğer, S. (2015). The Effect of Risk Perceptions on Tourists’ Revisit Intentions, European Journal of Business and Management, 7(2)..
• Bilgin, Y., Çati, K. & Öncü, M. A. (2016). A Qualitative Research on Marketing Concepts of Hotel Businesses, Bartin University Journal of Faculty of Economics and Administrative Sciences, 7 (14), 241-286.
• Cavlek, N. (2002). Tour Operators and Destination Safety, Annals of Tourism Research, 29(2), 478-496.
• Chiu, S., Lin, S. (2011). Study on Risk Perceptions of International Tourists in India, African Journal of Business Management, 5(7), 2742-2752.
• Cooper, D. R., Schindler, P. S. (2001). Business Research Methods, New York: McGrew-Hill Companies.
• Corrado, C. J., Su, T. (1996). Skewness and Kurtosis in S&P 500 Index Returns Implied by Option Prices”, Journal of Financial Research, 19(2), 175-192.
• Fuchs, G., Reichel, A. (2006). Tourist Destination Risk Perception: The Case of Israel, Journal of Hospitality & Leisure Marketing, 14(2), 83-108.
• Garg, A. (2015). Travel Risks vs Tourist Decision Making: A Tourist Perspective, International Journal of Hospitality & Tourism Systems, (8)1, 1-9.
• Gray, L. P., Schroeder, A., Kaplanidou, K. (2011). Examining the Influence of Past Travel Experience, General Web Searching Behaviours, and Risk Perceptions on Future Travel Intentions, International Journal of Safety and Security in Tourism/Hospitality, (1)1, 64-92.
• Green, C. G., Bartholomew, P., Murrmann, S. (2003). New York Restaurant Industry: Strategic Responses to September 11, 2001. Journal of Travel and Tourism Marketing, 15(2/3), 63-79.
• Hales, C., Shams, H. (1990). Cautious Incremental Consumption: A Neglected Consumer Risk Reduction Strategy. European Journal of Marketing, 25(7), 7-21.
• Hall, C. M., Timothy, D. J., Duval, D. J. (2003). Safety & Security in Tourism: Relationships, Management and Marketing. New York: Haworth Hospitality Press.
• Henderson, J. C. (2007). Tourism Crisis: Causes, Consequences and Management. USA: Butterworth-Heinemann.
• Kapoor, R., Paul, J., Halder, B. (2011). Service Marketing: Concepts & Practices, New Delhi: Tata McGraw Hill.
• Kapuscinski, G. (2014). The Effects of News Media on Leisure Tourists’ Perception of Risk and Willingness to Travel, with Specific Reference to Events of Terrorism and Political Instability, A thesis for the degree of Doctor of Philosophy, Bournemouth University.
• Kapuscinski, G., Richards, B. (2016). News Framing Effects on Destination Risk Perception, Tourism Management, 57, 234-244.
• Mitchell, V. W., Greatorex, M. (1993). Risk Perception and Reduction in the Purchase of Consumer Services, The Service Industries Journal, 13(4), 179-200.
• Pennington-Gray, L., Schroeder, A. (2013). International Tourist's Perceptions of Safety & Security: The Role of Social Media. Matkailututkimus, 9(1), 7-20.
• Roehl, W. S., Fesenmaier, D. R. (1992). Risk Perceptions and Pleasure Travel: An Exploratory Analysis, Journal of Travel Research, 30(4), 17–26.
• Rogers, R. W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change, Journal of Psychology, 91, 93-114.
• Quintal, V. A., Lee, J. A., Soutar, G. N. (2005). Perceptions and Attitudes towards Risk and Uncertainty: Scale Development. In S. Purchase (Ed.) ANZMAC 2005 Conference: Tourism Marketing. Fremantle: University of Western Australia, 116-122.
• San Martin, H., Collado, J., Del Bosque, I. R. (2013). An Exploration of the Effects of Past Experience and Tourist Involvement on Destination Loyalty Formation. Current Issues in Tourism, (4), 16.
• Sharma, P. (2010). Measuring Personal Cultural Orientations: Scale Development and Validation. Journal of the Academy of Marketing Science, 38(6), 787-806.
• Sönmez, S., Apostopoulos, Y., Tarlow, P. (1999). Tourism in Crisis: Managing Effects on Terrorism. Journal of Travel Research, 38(1), 13-18.
• Sönmez, S., Graefe, A.R. (1998a). Determining Future Travel Behaviour from Past Travel Experience and Perceptions of Risk and Safety, Journal of Travel Research, 37, 171-177.
• Sönmez, S., Graefe, A.R. (1998b). Influence of Terrorism Risk on Foreign Tourism Decisions, Annals of Tourism Research, 25, 112-144.
• Witt, S. T., Moutinho, L. (1995). Tourism Marketing and Management Handbook, Hertfordshire: Prentice Hall Europe.
• Wold, S., Esbensen, K., Geladi, P. (1987). Principal Component Analysis, Chemometrics and Intelligent Laboratory Systems, 2(1-3), 37-52.
• Wong, J., Ching, Y. (2009). Tourist Hesitation in Tourist Decision Making, Annals of Tourism Research, 36(1), 6-23.
• Yang, E. C. L., Sharif, S. P., Khoo-Lattimore, C. (2015). Tourists’ Risk Perception of Risky Destinations: The Case of Sabah’s Eastern Coast, Tourism and Hospitality Research, 15(3), 206–221.
• Yang, C. L., Nair, V. (2014). Risk Perception Study in Tourism: Are We Really Measuring Perceived Risk?, Procedia - Social and Behavioral Sciences, 144, 322 – 327.