Cultural Differences in Travel Risk Perception

Abstract This paper explores differences in perceptions of travel risk and safety, anxiety and intentions to travel among international tourists from Australia, Canada, Greece, Hong Kong, the United Kingdom, and the United States. Data were collected from 830 respondents using a structured questionnaire. The results show that there are significant differences in perceptions of travel risk and safety, anxiety and travel intentions among tourists from different countries. Tourists from the United States, Hong Kong and Australia perceived more travel risk, felt less safe, were more anxious and reluctant to travel than tourists from the United Kingdom, Canada and Greece. The marketing implications of the findings are discussed. Key Words: Travel riskTravel riskperceptionanxietyintentions to travel