It can't happen to me: Travel risk perceptions

Brent W. Ritchie, P. Monica Chien, Bernadette Maria Watson

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)


Although the significance of travel risks is well documented, the process through which people assess their vulnerability and ultimately take on preventive measures needs clarification. Motivated by concern with traveler's underestimation of risks, this chapter provides a crucial next step by introducing new theory to explain how people calibrate travel risks. The conceptual model incorporates constructs from motivational theories, cognitive appraisal, and emotionality. Future studies adopting this model will broaden the nature and scope of research on travel risk while helping government and industry to increase the reach and relevance of travel health and safety messages.
Original languageEnglish
Pages (from-to)65-73
Number of pages9
JournalAdvances in Culture, Tourism and Hospitality Research
Publication statusPublished - 1 Jan 2014


  • Marketing communication
  • Risk perception
  • Risk prevention
  • Tourist behavior
  • Travel health

ASJC Scopus subject areas

  • Social Sciences (miscellaneous)
  • Tourism, Leisure and Hospitality Management


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