The Tourist Perceived Risk towards Travel Intention

Abstract

Past tourism scholars have identified the perceived risk effects on destination choices and travel behavior. The relationship between tourists perceived risk and tourists travel intention has not been explored much, especially in the Malaysian context, but existing studies suggest a close relationship between them. This chapter proposes to examine the influence of risks perception by tourists on their travel intentions to visit Malaysia. In addition, in the literature, it is stated that there is still not enough empirical evidence in explaining how the tourists risk perception affect the travel intention to visit Malaysia. The respondents of this study will be western tourists who have never visited Malaysia before. The data of this study will be analysed using the structural equation modelling partial least square (SEM-PLS). This study will benefit the authorities in improving weaknesses as well as changing the policies needed to develop a better tourism experience, especially for international tourists. This study will expand the knowledge of risks and travel intentions related to this study area in general and Malaysia in particular.