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Determining behaviour intentions from the overall destination image and risk perception

Author

Listed:
  • Mohammad Shabib Khasawneh

    (Al-Balqa Aplllied University, Ajloun College Tourism Management Department Ajloun, Jordan)

  • Ashraf Mohammad Alfandi

    (Irbid National University, Department of Tourism Management Near Nuaima Bridge, 21110 Irbid Jordan)

Abstract

Purpose – This study aims to examine the impact of perceived risks and the overall destination image on tourists' behavioural intentions. Design/Methodology/Approach – A questionnaire was prepared drawing from the scales in literature, and it was applied in a form of a self-administered questionnaire on European tourists who visited Jordan in 2018. Multiple regression analyses were applied to test the hypotheses on a data set of 339 completed questionnaires. Findings – The findings identified that two dimensions of perceived risks (financial risk and performance risk) had significant impact on the overall destination image and on tourists' behavioural intentions, however, physical, time, and socio-psychological perceived risks were neither important to the tourists' revisit intention nor to the overall image. Research limitation/implications – The findings solely reflect the perceived risks, the overall image, and behavioural intentions of the European tourists who visited Jordan. The focus should be placed on reducing implemented taxes on the touristic services and products in order to make Jordan more price competitive. The research originality – This study establishes an empirical relation between risk dimensions, overall image, and tourists' behavioural intentions; therefore, the findings have implications on tourism industry, especially for the key players in the Jordanian tourism board. It also serves as a reference to destinations with similar risk background.

Suggested Citation

  • Mohammad Shabib Khasawneh & Ashraf Mohammad Alfandi, 2019. "Determining behaviour intentions from the overall destination image and risk perception," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(2), pages 355-375, December.
    • Handle: RePEc:tho:journl:v:25:y:2019:n:2:p:355-375
    DOI: https://doi.org/10.20867/thm.25.2.6
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    References listed on IDEAS

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    1. Mitchell, Vincent-Wayne & Davies, Fiona & Moutinho, Luiz & Vassos, Vassiliades, 1999. "Using Neural Networks to Understand Service Risk in the Holiday Product," Journal of Business Research, Elsevier, vol. 46(2), pages 167-180, October.
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    3. Ketwadee Madden & Basri Rashid & Noor Azimin Zainol, 2016. "Beyond the motivation theory of destination image," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(2), pages 247-264, December.
    4. Osman El-Said & Heba Aziz, 2019. "Egypt’s competitiveness: empirical examination of the relationship between destination attributes, tourist satisfaction and behavioral intentions among hotel guests," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(1), pages 53-73, May.
    5. Fuchs, Galia & Reichel, Arie, 2011. "An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination," Tourism Management, Elsevier, vol. 32(2), pages 266-276.
    6. Fangnan Cui & Yaolong Liu & Yuanyuan Chang & Jin Duan & Jizu Li, 2016. "An overview of tourism risk perception," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 82(1), pages 643-658, May.
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    Cited by:

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    3. Fidel Martínez-Roget & Emilia Vázquez Rozas & Eddy A. Castillo-Montesdeoca, 2020. "How Visitors’ Perceived Destination Ethics Impacts their Behavioural Intentions," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 291-310, December.
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    5. Enrique Marinao-Artigas & Karla Barajas-Portas, 2021. "A Cross-Destination Analysis of Country Image: A Key Factor of Tourism Marketing," Sustainability, MDPI, vol. 13(17), pages 1-20, August.

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    More about this item

    Keywords

    perceived risk; overall image; revisit intention; recommendation intention; European tourists; Jordan Journal: Tourism and Hospitality Management;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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