Determinants of Perceived Travel Risk Among Travelers in Puncak Alam, Selangor: The Role of Purchasers’ Behavior, Legal Challenges and Insurance Availability

This study investigates the determinants of perceived travel risk among travelers in Puncak Alam, Selangor, a growing suburban destination in Malaysia. In an era marked by global uncertainty, travellers’ perceptions of risk significantly influence travel behaviour, destination choice, and engagement in tourism activities. This research examines how purchasers’ behaviour, legal challenges, and insurance availability shape individual perceptions of travel-related risks. The study posits that these perceptions are further influenced by geographical and socio-economic characteristics of the host environment. This study adopted a quantitative descriptive research methodology design, collecting data from 150 respondents selected through convenience sampling, a type of non-probability sampling method. A structured questionnaire was used as the data collection tool, and the results were analyzed using descriptive statistics and correlation analysis with the help of SPSS software. The results will reveal that the three variables, which are the purchaser’s behaviour, legal frameworks, and insurance accessibility, play a significant role in shaping perceived travel risk. The findings might provide valuable insights for tourism operators, policymakers, and insurance providers in crafting targeted risk management strategies and communication frameworks. By understanding these contributing factors, stakeholders can enhance traveller safety perceptions, support informed travel decisions, and promote sustainable tourism development in emerging destinations. This research contributes to the broader literature on travel risk perception and offers practical implications for improving destination image and tourism service quality in Malaysia.