Risk and safety in tourism: How trust in information sources shapes travel risk tolerance across national contexts?
DOI:
https://doi.org/10.5937/menhottur2500009LKeywords:
risk tolerance, risk perception, tourist safety, media trust, tourist behaviorAbstract
Purpose – This study investigates how perceived risk dimensions (physical, financial, psychological, social, and temporal) and trust in traditional media, social media, and official sources influence travel risk tolerance among domestic tourists in Serbia, Hungary, and Kazakhstan. It explores cross-national differences and the role of institutional and informational factors in tourist behavior under uncertainty. Methodology – A quantitative approach was applied with 1,332 respondents, using validated instruments and structural equation modeling (PLS-SEM). Exploratory and confirmatory factor analyses ensured construct validity, while multigroup analysis (MGA) assessed structural differences across countries. Findings – General risk tolerance and trust in social media are key predictors in Serbia and Kazakhstan, whereas trust in traditional media and government sources dominates in Hungary. Psychological and physical risks notably affect tourists in Hungary and Kazakhstan, but less so in Serbia, reflecting cultural and institutional variations in risk management. Implications – The study extends tourism risk perception models by integrating trust dimensions and highlights the need for culturally tailored crisis communication. It offers practical guidance for destination managers and policymakers to design effective, source-specific communication strategies that align with national patterns of trust and resilience.
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Copyright (c) 2025 Boriša Lečić, Yerlan Issakov, Lóránt Dénes Dávid, Tamara Gajić
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