Risk Perception Study in Tourism: Are we Really Measuring Perceived Risk?

Research on tourist's risk perception is emerging since the beginning of last decade, marked by the 9/11 attack. In view of the cleavage and dearth of risk perception theories, scholars begin to question the validity or credibility of risk perception study in tourism. This paper investigates concepts and theories of risk perception adopted by existing literature with an aim to conceptualize the different aspects of risk perception in order to enhance current understanding of tourist's risk perception. Based on existing literature, uncertainty, worry, fear, and anxiety are found to be closely related to risk perception. These terms have been used interchangeably in past studies, which has therefore caused confusion in understanding tourists’ experience with risk. The definitions of the aforementioned terms and their relationship with risk perception are clearly illustrated in this paper. Likewise, recommendations for future research agenda are included.