The influence of risk perceptions and media on travel behaviour to sub-Saharan Africa: mediating role of infrastructure and nature images

While prior studies have investigated the impact of risk on travel intention and focused on specific risks related to travel behaviour, there is limited investigation carried out examining the direct and indirect effects of financial and socio-psychological risks on travel avoidance and cautious travel behaviour, particularly considering the indirect impact of infrastructure and nature image on such relationships. This study, grounded in cognitive appraisal theory, developed a model and tested 12 hypotheses. The study gathered data from 436 respondents who had visited sub-Saharan Africa and analyzed them using structural equation modelling, multi-group analyses, and mediation analyses. The findings indicate that financial risk discourages travel avoidance while encouraging cautious travel, whereas socio-psychological risk promotes travel avoidance; both infrastructural and nature imagery were identified as significant mediators in these relationships. Additionally, we observed significant differences between the two groups of respondents categorised by their media source and level of media trust. These insights enhance our understanding of cognitive appraisal theory and contribute to the literature on travel risk, destination image, and travel behaviour, while also offering valuable marketing and policy recommendations for African tourism destinations.