Overcrowding, Risk Perception, and Protective Behaviors: A Study on Tourist Decision‐Making

This study uses protection motivation theory as its theoretical foundation to examine the relationships between crowding experience, cognitive appraisal, risk perception, and protection behavioral intention. Data were gathered from 361 tourists who had experienced crowding situations. Structural equation modeling was then used to test a proposed conceptual model. The results indicate significant relationships between coping appraisal, risk perception, and tourists' protection intention. Risk perception, meanwhile, was found to fully mediate the relationship between crowding experience and protection behavior intention. Implications for tourism management include the need to promote not only awareness of overcrowding but also readiness among tourists to adapt to overcrowded conditions. More and better information is needed on the potential for overcrowding and its associated risks before tourists respond regarding protective behavior change.