Geoffrey Skoll

Managing and Marketing Tourism Experiences: Extending the Travel Risk Perception Literature to Address Affective Risk Perceptions

Abstract Purpose This chapter discusses the current risk perception literature in the tourism field. The chapter critiques the literature and offers a solution through a more conceptual and operational definition of risk perceptions. Specifically, the inclusion of affective risk perceptions will be added to the literature via the risk-as-feelings hypothesis. Extension of the current literature will enhance research moving forward. Methodology/approach The chapter will provide a literature review, propose a conceptual model, and operationalize the risk perception variables. Findings The outcome of this chapter is to provide a conceptual model as a framework to address risk perception studies in tourism and hospitality in the future. The model will provide clear measurement scales to be tested. Originality/value This chapter gives a much needed theoretical and conceptual foundation to the study of risk perceptions in the travel and tourism literature.