(BSM777) Milestone Risk M.S.c Hospitality and Business Management

In this research report we will discuss about hospitality and business management and below are the summaries point:- Paper focuses on key risk factors considered by millennial tourists when choosing a destination. Aims to determine the variables that turn a millennial's travel decision from a 'yes' or 'no'. Utilizes literature review and methodology with mixed method data collection. Research on risk perception of tourists emerged after 9/11. Tourism and risk are correlated. Tourism focuses on subjective risk. No aim to cover the gap in theoretical work. It is an issue because tourists are susceptible to natural and human-caused disasters. Understanding tourists' risk perceptions and decision-making is crucial for destination marketers. The behavior of choosing a destination is related to risk perception. The study analyzes the impact of literature on the tourism sector.

BSM777: Research Methods
CW1: Research Proposal 2nd Milestone
Risk Perception that Millennials Consider when Traveling
1716343
M.S.c Hospitality and Business Management
10th July 10, 2018
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Abstract
Risk Perception that millennials consider when travelling
The study of risk perception in finding the true factors that determine if millennials travel to a
destination are separated into 1) Risk perception of the tourist destination, 2) Mitigating those
risks and the methods in doing so, and 3) the destination image and how that determines the
tourist's overall attitude towards travelling or deciding not to. Which can have a multitude of
applications as millennials are a huge market that is said to be the age group who are very
inclined to overseas travel?
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Contents
Chapter 1: introduction....................................................................................................................4
1.1 Introduction............................................................................................................................4
1.1 Background of the Research..................................................................................................4
1.2 The rationale of the Research:...............................................................................................5
1.2.1 What is the issue?...........................................................................................................5
1.2.2 Why it is an issue?..........................................................................................................5
1.2.3 What could the researcher shed light on?.......................................................................6
1.3 Problem Statement:................................................................................................................6
1.4 Research Aim.........................................................................................................................6
1.5 Research Objectives...............................................................................................................7
1.6 Research Questions................................................................................................................7
1.7 Dissertation Structure............................................................................................................8
1.8 Summary................................................................................................................................9
Chapter 2: Literature Review...........................................................................................................9
2.1 Introduction............................................................................................................................9
2.2 Risk Perception....................................................................................................................10
2.3 Mitigating Risk....................................................................................................................11
2.4 Destination Image................................................................................................................12
2.5 Risk perception related to a past travel experience.............................................................13
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2.6 Tourism, gender and risk perception...................................................................................15
2.7 The risk perception and cultural differences.......................................................................16
2.8 Risks perception considered while travelling......................................................................18
2.9 Gaps in the literature............................................................................................................19
2.10 Summary............................................................................................................................20
Chapter 3: Methodology................................................................................................................21
3.1 Introduction..........................................................................................................................21
3.2. Aim, Objectives and Research Questions...........................................................................21
3.3 Outline of chosen Methods..................................................................................................21
3.3.1 Justification of the chosen philosophy..........................................................................22
3.4 Research Philosophy and Approach....................................................................................23
3.4.1 Justification of the chosen approach.............................................................................23
3.5 Research Type and Methodological Choice........................................................................25
3.6 Sample.................................................................................................................................26
3.7 Research Design..................................................................................................................27
3.7.1 Justification of the chosen design.................................................................................28
3.8 Research strategy.................................................................................................................28
3.8.1 Choice of selected research..........................................................................................29
3.9 Data Collection Techniques.................................................................................................29
3.10 Timeline.............................................................................................................................30
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3.11 Ethical Considerations and limitations..............................................................................30
3.12 Summary of the Research Methodology...........................................................................31
Chapter 4: Data analysis and findings...........................................................................................32
4.1 Introduction..........................................................................................................................32
4.2 Quantitative findings...........................................................................................................33
4.3 Qualitative analysis.........................................................................................................42
4.4 Discussion:...........................................................................................................................45
Chapter 5: Conclusion...................................................................................................................51
5.1 Conclusion...........................................................................................................................51
5.2 Benefits and limitation of the study.....................................................................................52
5.2.1 Benefits.........................................................................................................................52
5.2.2 Limitations....................................................................................................................52
5.3 Future scope of the research................................................................................................53
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Chapter 1: introduction
1.1 Introduction
The paper focuses on the key risk factors that millennial tourists consider when they travel to a
certain destination. The overall aim is to, accurately as possible, determine the unique variable
that turns a millennial's travel decision from a ‘yes' or a ‘no'. These variables some are apparent
on the surface however some are not as obvious and lies in that millennial's subconscious.
Therefore, in trying to expand and generalize the categories that millennials place the risk
variables it will be very important in determining what the key risk factors are. As the idea of
travel risk stems from the idea of Risk perception of the tourist destination, ways to reduce or
mitigate those risks, and the destination image itself, these key areas will be necessary for
determining the key categories of key risk factor points that can be generalized by a large
travelling market segment. The paper will begin with the literature review, which utilizes
multiple of the tourism papers, as well as psychology papers done on the topic of risk perception,
risk mitigation, and destination image. Then leads to the description of the methodology which
explains the method of which this research will be conducted with inductive reasoning, with a
critical realism philosophy, along with a mixed method data collection method.
1.1 Background of the Research
From the very beginning of last decades, it is important to consider research on risk perception of
the tourist since it is considered as an emerging field of the tourism sector as pointed by 9/11
attack. There is a number of questions, which is responsible due to the validity of risk perception
that is regarded as an important study in this tourism section as per the theories of cleavage and
dearth of risk perception. Risk and tourism are known as a correlated term, which is known as
the purchase of a leisure trip that is attached to the risk of this sector. On the other hand, tourism
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is considered as services that are relating to nature along with through those it can be assumed
that intangibility, heterogeneity, perishability, and inseparability characteristics have lied upon
the service of the tourism sector. With the help of past studies in case of both theoretical as well
as empirical shreds of evidence that have provided to support the statement which reveals the
sense when compared to good customers, service customers are faced with bulk amount of risk.
In cases of the different sectors, the tourism sectors focuses on subjective risk other than real risk
just because tourists are only enabled to perceive that rather risk. As per the current study, there
is no aim related to cover the gap that is due to theoretical work among the various thoughts,
which involves melting the inner philosophy of division. In case of international tourist as well
as security perception, it is suggested 7 types of risks that are related to those tourists through
there is the inclusion of disease, crime, weather, physical, weather, equipment failure, and
political crises.
1.2 The rationale of the Research:
1.2.1 What is the issue?
As per the research work, the key issue that is concerned as risk perception of that millennials
considers when travelling. Through the help of this issue, there is finding of some true factor that
is used to determine risk perception of a tourist destination as well as mitigating those risks along
with draw an I age of destination where the overall attitude of tourists is recognised the perfect
spot.
1.2.2 Why it is an issue?
It is considered as an issue due to some definite reason. The main reason for analysing the risk
perception that is related to the spot as well as tourist behaviour is regarded as due to some fact
depend on susceptible as well as geographically to both the natural as well as human-caused
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disasters. There is real value through which it can deliver this tourism industry to accept the risk
perceptions, enthusiasm, along with the decision-making of tourists.
1.2.3 What could the researcher shed light on?
With the help of this study, the researcher will reveal the fact that the concept is regarded as the
main goal of the research paper. Therefore the main goal of the research paper is considered as to
understand the process through which the decision s are, made by tourists as well as the nature of
inner variables that has a great effect on choice behaviour. This is regarded as s crucial factor for
destination marketers who has the responsibility, city to understand the decisions of tourists that
is helpful to develop different market strategies. At a glance with the help of this study, it
expands the knowledge of all the person regarding the risk along with and decision-making
behaviours that are lied on the tourism sector within this context.
1.3 Problem Statement:
Though people often choose different destination due to various social as well as cultural barriers
in their daily life, there is a factor that is working on behind the behaviour of choices that is
related to the risk per option of tourism sector while they choose the destination. Therefore, in
this research paper, it is described as a big issue where it is analysed as well as understand the
impact of this literature on the tourism sector.
1.4 Research Aim
With the help of this research, it can be described as an impact of the literature on the risk
perception along with the decision making process of the behaviour of choices, which relates to
the tourists. Therefore, through this topic, it can be suggested that with the help of risk factor it
can be better understood the destination as well as behaviours of the tourists.
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1.5 Research Objectives
There are the following objectives through which the researchers are described:
 To critically evaluate the impact of risk perception regarding this sector
 To understand the overall risk perception of the destination of the tourism sector
 To understand the destination image
 To understand the process regarding the mitigation of those risk
1.6 Research Questions
The research questions that are related to this topic is known as follows:
1. What is the evaluation of the impact of risk perception regarding this sector?
2. What is overall risk perception on the destination of tourism sector?
3. What is the destination image?
4. Which one is considered as the process regarding the mitigation of those risks?
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1.7 Dissertation Structure
As per this structure, there is an overall process, which is described by the researcher throughout
the entire dissertation. This structure is as follows:
Chapter 1: Introduction- it is considered as the first chapter of the dissertation. This chapter has
provided an elaborate view of the overall project. During this chapter, it is also cleared the reason
behind choosing the particular research topic. In addition to this, objectives, aim, as well as
research questions have been included in this chapter as well.
Chapter 2: Literature review: this is considering as a 2nd part through which it is focused on the
earliest literature that has been worked by previous researchers.
Chapter 3: Research methodology: it is known as a third part through which the methods are
described on which overall research are described
Chapter 4: Data analysis and findings: as per this chapter all the data and findings, are described
Chapter 5: Conclusion and recommendation: it is the last chapter through which overall
conclusion has been done.
Introduction
Literature
review
Research
methodology
Data analysis
and findings
Conclusion and
recommendation
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1.8 Summary
It is known as the introductory part of research work so it is regarded as the most important part
of this project. In this chapter, the significance of choosing the topic is done. On the other hand
in this part, there is included the research rationale through which a better understand provided
regarding this project where the entire step is described gradually.
Chapter 2: Literature Review
2.1 Introduction
The literature review is mainly known as the evaluative report has been formed after analyse the
literature related to this particular research. A literature review is a part of the paper for the
academic purposes, which mainly contains the knowledge about the topic along with the
findings, which the researcher will come up during doing the work for this research. Literature
Review can be a methodological and the theoretical contribution to the particular topic.
However, it must be taken into consideration that the literature review is not the report of the
original experiment work. It needs to be a clear, descriptive, summarised and evaluative review
of related literature. This particular chapter will give an overview of risk perception in travelling
with the description of current changes of it. In addition, people can easily get to know about
how this can help people to stay away from all type of risk while travelling and how to defend all
type of risk. Literature review always gives the ideas of a particular topic. Here in this research
report, the risk perception in the travelling sector will be discussed and how the travelling sector
can fix those risk will be discussed. A literature review can help a researcher to get the ultimate
result from the research. Along with that, the literature review can give the idea of a report and
can describe the importance of the report.
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2.2 Risk Perception
The way tourists decide on their next travel destination, ultimately, depends on the tourists
themselves, and how they perceive risks. If it truly is risky to travel to this destination or not.
Travelling risk is only accounted for if the tourists themselves perceive it as a risk
(Rittichainuwit and Chakraboty 2008). That is to say that there is only a risk if the traveller sees
it as a risk. As some people will have to weigh different risk factors, and certain risk factors are
heavier for some tourists than others. The severity of risk thus is different per traveller. Then
what are the different factors that tourists consider a risk, and what other factors lie within those
factors that mitigate risk? As mentioned in Rittichainuwit and Chakraborty (2008 pp. 416), they
claim that there are other more serious factors that tourists take into account, such as prior travel
experience as well as price sensitivity place a much bigger role in deciding to travel to a
particular destination or not. As Yang and Nair (2014 pp. 324) points out, "risk perception is,
therefore, constructed and reconstructed through narratives.", thus having the perception of the
risks involved through travelling might have been through word of mouth, or through the media's
persuasion. Nowadays, the media has a strong influence on what we believe. The media’s
interruption may highly influence tourist demand for travel as well. “The media coverage of
hazards is fundamental as to the way in which some hazards are perceived as risky and some are
trivialized” (Kapuściński and Richards 2016 pp. 234). The authors (Kapuściński and Richards),
also continue to state that the media has a vast number of effects on tourist’s decisions on
political and on danger attacks vastly affects a tourist’s decision to travel more than the
perceived dangers of diseases.
During the avian flu outbreak, in 2005, tourism did not slow down in Thailand, in fact, it even
saw a minor increase in tourism during the time of the outbreak. Rittichainuwit and Chakraborty
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(2008 pp.415) believed that it is due to the tourists being prepared and educated on the outbreak
and prevention before they arrived. Moreover, avian flu was seen as less harmful due to the easy
prevention mentions' perception done by the general global population. Thus, the necessary risks
of travelling during the Avian Flu outbreak was minimized. Thus during those two eras of
disease outbreaks, the Thai tourism economy was not particularly affected by the Avian Flu,
however, it showed large after effects from the relatively small when compared to the number of
cases in other Asian countries when compared to Thailand, SARS outbreak influence.
2.3 Mitigating Risk
The mitigating nature of taking on risk in humans can be broken down into two basic properties,
perceived risk and risk reduction (Fuchs and Reichel 2011 pp. 267-268). As mentioned
previously by Rittichainuiwit and Chakraboty (2008), the risks that people will perceive as risks
all depends on the tourist's perception of risk, which also incorporates how much the tourists can
reduce risk on their own. Even though Avian Flu does have disastrous effects that lead to death,
people, in general, found it easy to avoid by just not consuming improperly cooked fowl, and by
staying away from rural areas (Rittichanuiwit and Chakraboty 2008 pp. 416). However, SARS is
considered more dangerous due to its airborne nature thus it becomes increasingly, more difficult
to avoid interaction with SARS through not breathing.
As tourists begin to worry more about their health and safety, they are naturally trying to find
ways to reduce travel risk, in any way they can. According Fuchs and Reichel, and cited by Law
(2006), states that tourists use a variety of methods to prepare themselves for risk such as
“insurance coverage, local government guarantees of tourists’ personal safety, an increase of
transparency of information related to risk incidents and the introduction of surveillance or
protection measures” (Fuchs and Reichell 2011 pp. 269). With such protective measures in place,
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the tourists feel as though they are mitigating their risk factors, however, sometimes it is not
enough to determine if this will leave the tourist feeling assured, as Fuchs and Reichell later
state, that consumer behaviour is actually more of the mitigating risk factor than the anti-risk
strategies tourists employ. As consumers will naturally try to extract the most value from a
transaction after paying for it. Thus, if the consumer perceives that consuming this travel
package, during riskier times, then the payoff of that travel has to be enormous. The tourist, in
addition, is behaving in a way that will provide them with the easiest method of acquiring the
added value of travelling to assure themselves the travel reward is worth the risk. This is in a
way seen as another method, more effective than travel insurances, to reduce risk in the eyes of
the consumer.
2.4 Destination Image
The destination that tourists choose to go plays a major factor in their decision to travel. As
mentioned in Rittichainuwit and Chakraborty (2008 pp. 415), when the SARS outbreak
happened in Asia, and some cases were cited in Thailand, after the Thailand Authority on
Tourism had cleared Thailand and proclaimed to the world that Thailand is again safe for travel,
people did not go. As the demand for aeroplane tickets to Thailand did not increase at all. Also
mentioned in Rittichanuiwit and Chakraborty, that a "traveller's prior travel experience…" plays
an important role in the decision making of tourists. As mentioned in Campo-Martinez, Garau-
Vadell, and Martinez-Ruiz (2010) by Fuchs and Reichel, "…that when a tourist has already
visited a destination, their perception of risk declines and their costs to other destinations
increase" (Fuchs and Reichel 2011 pp. 270). As having been somewhere once, regardless of most
outside factors shows that tourists already have a preconceived notion of a destination and that a
new disease is but a small factor in the tourist's determination of continuing to visit that
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destination. Regardless of the current health induced or political situations that are occurring at
that specific destination.
As mentioned in Byon and Zhang (2010 pp. 510), quoted by Fakeye and Crompton, 1991, and
Gunn 1972, the three types of destination image that tourists hold are organic, or the image that
is created through non-tourism information sources. Induced image, which created through
tourism information sources, and complex image, which is created with directed experience. As
the difference between the organic and induced lies in the motivation to travel for the tourist.
The proposed research fits in with the various scholarly article that has been written about the
perceived risks, in the context of the hospitality industry. As there have been previous papers
written on this topic however, this paper will look and focus more on the millennial perceptive
on travel and try to see how they perceive travel and travel risk. As there are multiple scales in
perceived risk and those scales are also broken down through the categorizations of different
benefits, as many of such scales can be changed and adapted for the use of my paper during my
data analysis. As there is an already useful scale by Havlena and Desarbo (1991 pp. 930) where
they measured the perceived risk of purchasing a new car. However, they examined the overall
value between the risk perceived for each risk point. As this is a very simple but effective, 2-
dimension comparison table it can be easily adapted for the paper through the measurement of
added value seen from consumer behaviour. Not to mention the different insurance parameters
applied to reduce certain risk points.
2.5 Risk perception related to a past travel experience
As per the previous study, it is observed that past experience of a tourist and the subjective
perception has a great impact on the risk perception of an individual. In accordance with the
discussion shows that subjective perception which is related to the risk factor, and its safety
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regarding travelling perception, has great experience to influence the discussion of individual
travel. There is an opportunity, which is given through the help of actual travel experience along
with its destination that is compared to the perception of destination as well as its reality, which
is related to the risk. However, González-Reverté et al. (2018) mentioned that a person can avoid
the destination where it shows the risk perception related to the destination, which is chosen by
others unless the person does not have personal experience regarding the destination. All the
matter is related to the subjective perception of the destination to the traveller whether the
destination is regarded as safe or risky though it does not matter. Hence, it is considered as 2
biggest influences that are related to travelling abroad when the past experience of personal
travel perception that is related to the unknown destination (Li et al., 2018).
According to previous experience to some destination, that also influences the risk percieveness
of an individual while, they travel to a certain destination once again. As per the record, there is
maximum utilization that is helpful to reduce the risk strategies which is used by those travellers
that are regarding as first-time visitors while compare to repeat travellers. Based on own
experience repeat visitors are depended on their experience, therefore, they spend little money
while travelling (Karl, 2018). Prior knowledge is regarded as a helpful method to the travellers,
which is based on the expertise along with familiarity as well as previous experience. In the case
of travel practices, an individual's confidence is developed through previous experience that is
related to travel. In addition to this conception can lead the travellers to utilize the less risk
reduction procedures just because they are not experienced about the risks. With the help of past
travel experience, the motivation, as well as the attitude of traveller, can be affected a lot
depends on which they wished to revisit the destination again. As opined by Olya and Al-ansi
(2018), the previous experience, which is done by using the travel, as well as tourism services,
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has a large impact on the overall satisfaction of the traveller that is done by using the tourism as
well as travel services. Hence as per the individual's experience with the travelling services that
duly affect their overall satisfaction with travelling services.
With the help of all these studies, past experience has an impact on the behaviour of future travel
behaviour while risk perception manages individual risks. Therefore the people have often faced
the future risk perception depends on what their experience that is done in the past moment
(Perpiña e al., 2018). It is focused through the study there is an extensive overhaul, which is
related to the experience as well as their previous experience has the ability to cover some beliefs
related to their travel practices.
2.6 Tourism, gender and risk perception
While discussing the topic of travelling as well as tourism, there is another most important issue,
which is considered to be taken on the account that is gender. As per our history, it is considered
that the movement of woman has been controversial though there is traditionally reserved for
privileged that is related to travelling abroad (Kim and Seo, 2018). There are 3 ways through
which mobility of women is generated which are as follows:
Firstly, which is regarded as freedom of body movement second considering to access the places
as well as the third one is considered as personal safety. According to the history of travelling
their restriction of movement that is regarded to the woman which is done by freedom of women
to move to places while they can access some places on the basis of their own risk that is related
to the bodily harm due to their own risk (Adeloye and Brown, 2018). There is a large impact of
historical, as well as socio-cultural factors on the risk of women perceive that are related to the
travel normally.
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As per the previous study, there is enough risk perception due to women's travel while they
usually travelling alone. As per the report, while travelling alone, female respondent faced higher
risk as well as felt less safe along with more anxious compared to male respondents on travelling
internationally regardless of their cultural orientation. Therefore, according to McCreary et al.
(2018), there is something to do due to these findings while travel too historically. As per the
findings regarding safety, consideration of the respondents only one-third of them felt as safe as
well as secure while they travel abroad. Therefore as per the statement, it is not the main concern
to the women that are regarded as feeling safe and secure so it is suggested that as per the study
safety is not the main concern while they are travelling. Rather it is regarded and key factor
while travelling they have requirements to choose the suitable destination as per the ability to
their trust. Therefore, they choose those areas as their destination, which feels safe without
requiring any extra attention regarding safety measures (Raj et al., 2018). In the case of mothers,
it sounds very interesting while they travel with their children because it is important to notice
that they have experienced regarding anxiety as well as during travelling abroad they manage
their physical safety.
It is important to give attention in the context where the respondents are speaking form while
there is no focus for a comparative study regarding gender differences. Therefore, it is a key
factor to keep in mind that the cultural context has a large effect on the perception of an
individual's risk that is considered to travelling as well as the tourism sector. As per Fourie et al.
(2018), there is a concern through which it is discussed that women with their children while
travelling they have shared a sense for travelling which is used by them for safety as well as
secure reason.
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2.7 The risk perception and cultural differences
The culture of people on a national level may influence how individual roam and travel and how
various risks are perceived in travelling. It is found that some important variations in the risk
perception of safety and travelling, anxiety and the intentions of travel exist among various
tourist from distinct nations. The tourists from Hong Kong, Australia and the United States are
not conscious about the risks of travel and thus, they felt safeness. In addition to this, they are
reluctant and anxious to travel with then tourists of Greece, the United Kingdom and Canada.
Many tourists from different cultures prefer to travel to a safe location. The probability of a safe
destination and less risk varies from culture to culture. Asian travellers are more conscious of
risks than Western travellers as their cultural differences (Le and Arcodia, 2018). Hence, it is
very essential to consider how any country's culture can affect the way in which people are
perceived and ultimately ready for risk while going in a foreign place. Studies have revealed how
female and male tourist between the age group of 20 to 70 years are conscious about risks related
to foreign travel and their desires to take risks of health during trips to Asia in holidays. Many
respondents believed that the risk of suffering from an abroad disease is very low. In addition to
this, the profile of risks of Finnish people is not known very well. The Finns people tend to
exaggerate the essentiality of malaria medication and vaccination while disregarding the other
health advice of travelling. For the citizens of Finnish, the health consultation service of health
are very important to them to boost their understanding of travel risks. Hence, it is very essential
to study what types of attitude Finnish people have possessed in relation to the risks of travel and
how the modern perceptions of the risks of travel influence how the residents of Finns get ready
for risks while they travel in foreign place (Yang et al., 2018).
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The way in which the travel health centre is organized may also possess an influence on the
perception of risk of the people. To control various risks of travelling to a foreign place, people
can create their individual assessment or they can seek help from the professionals of healthcare
about how to get prepared for a foreign trip. The recommendations of travel health are totally
based on how individuals evaluate their own behaviour of risk, hence, the risks perceptions of
people is a very essential segment of how separate travellers manage and control their risks while
travelling to a foreign place. Bacon and Buzinde (2018) stated that the most situation of risks
occur on a short period trips and most of the risks situations are automatic and hence, it is not
necessary to discuss it with professional health care before travelling. When the trips are viewed
as short period trips, the probability of enganaignm in the behaviour of risk seems to be smaller
which ultimately affects the consciousness of individuals about risks. Hence, the ways in which
professional health care take care of individuals and advise them generally can surely affect the
consciousness of people about risks.
2.8 Risks perception considered while travelling
The risks which are related to travel are defined as the warning of an event which is adverse and
affecting the health of a person when they travel from one place to another. The perception of
risks may require the necessities to use adequate health services. The international travel may
expose tourist to different risk related to health, which depends on several factors including the
person and the destination. As per Novelli et al. (2018), the risk is an essential factor in related to
international tourism. Calm, peace and safety are the prerequisites to accumulate and attract
different tourist to any specific place. Seven kinds of risks have been identified in the behaviour
of the consumer. These are a financial risk, equipment risk, psychological risk, physical risk,
time risk, social risk and satisfaction risks. All these risks are used to check the decision of
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specific tourism. The risk of equipment is the chances of organizational, equipment and
mechanical problems while on a certain vacation, the risk of finance is the chances that the
vacation and tourism will not give valuable quality on spent money; the risk of the body is the
chances of physical sickness, injury and danger while on vacation. Also, it includes the risk of
satisfaction is the chances that the tourism in vacation will not give suitable satisfaction, the risk
of society is the chances that the vacation will impact the opinion of other individuals and the
risk of time is the chances that the tourism on a certain vacation will take enormous time. On the
other hand Kumar (2018) stated that in addition to this, nine kinds of risk are associated with
foreign travelling. They are health, financial, political instability, physical satisfaction,
psychological, time and terrorism. For the Travellers of the United States, transportation
reliability, political instability, terrorism, and the risk of satisfaction identified as most often
associated with the risk of international travel. Furthermore, the perception of the risk of a
young adult is also associated with foreign travel. Researchers have identified seven factors of
risk, which include political instability, health, cultural barriers, terrorism, and the religious and
political dogma of a country, crime and strange food. It is found that the tourist who found more
reliability in their tourism is offered with the small risk associated with the foreign trip. Some
researchers have also suggested that the perception of risk is associated with a personal character
as well as personality traits. The individuals, who are not afraid of risk, do not receive any risk
while travelling to their desired destination. They have identified three kinds of tourists as per
their levels of risk perception. These include functional risk, neutral risk and place risk (Tanana
et al., 2018). The tourist belonging to neutral risk do not identify any risk while travelling to a
specific place, the tourist belongs to functional risk emphasizes the risks which are associated
with the equipment or mechanical failure. In addition, the problems of the organization are
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associated with their holiday, and the tourists belonging to place risks have perceived the journey
as a fair risk and the destination of their last holiday as too much risk. Hence, it is very important
to maintain safety and precaution while travelling to a specific destination on vacation.
2.9 Gaps in the literature
The researcher of this particular research report take any information from past research report
and find out the risk factor while travelling. Those can help the researcher to get the exact
information about the risk factor while travelling to a destination (Cahyanto et al., 2018). This
topic is very common in the research field, therefore the researcher found this very easy to get
the exact information about this particular topic. Along with that, a major gap has been found in
the research paper with the earlier research paper. There are many researchers just find out the
risk factor and describe those factor in brief. Apart from that how people are facing those issues
while travelling is discussed. the research report is the one which can exact information about a
particular topic and can help people to understand the topic or can indent all issues related to the
topic. It can help people to find out the exact issue and apply all possible solution to get the
ultimate result from this. In the past research paper, researcher is giving a small definition of risk
in the context of travel and then they describe how people facing issue while travelling to a
particular destination. It can help people to know about all possible risk factor but cannot help
them to identify all possible solution, which can help them to defend all the issues. However,
there was no primary data in the solution context has been collected. Therefore, in this particular
research report, both the primary and secondary data has the authenticity to be enhanced.
2.10 Summary
This particular chapter actually provided the total knowledge about the theoretical base of a
foreign investment and the importance in the economy. When it comes to in the travelling sector,
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there are many risk factor, which all organisation of travelling sector needed to be identified and
should fix all those issues with better planning and strategies. Along with that, the elaborate
discussion on the present development of the economic scenario has already made this chapter
more significant and acceptable for this report. Along with that, when an organisation to fix all
issues in the travelling sector, there can be many ideas and opinions. Therefore, the organisation
needs to clear their view and they should come into one opinion to fix the exact issue. The
discussion is mainly included many opinions from various scholars. After analysing different
opinions, the researcher of this report will identify the exact gap based on that the work of this
research will be composed. This chapter also discussed the risk perception while travelling.
Along with that, it can help to boost up the economy of every travelling sector of the country.
Chapter 3: Methodology
3.1 Introduction
On the basis of the title of the given report, the research is based on risk perception in order to
find out who the people are perceived risk while travelling from one place to another in their
vacation and how the risk perception would affect the millennials in the choice of their decision
making capability. The whole research is based on some methodology and then research will
reflect the methods of research through which the whole report must be evaluated and
successfully carried out. The research methodology would explain the process and techniques of
data collection. However, Fan et al. (2018) mentioned that some ethical affirmation will also be
given by the researcher because confidentiality should not be broken up. In addition to this, the
research approach, design and philosophy will be evaluated and a timetable has been designing
in the project which explains about the time taken by the researcher in completing every activity.
23

3.2. Aim, Objectives and Research Questions
The overall aim of the research is to find out who millennials perceive risk when they are
travelling, and how that affects their decision in choosing to travel or not. As this is the main
concern for all travellers not just millennials. However, with millennial travel, there is a
multitude of variables to consider, not just the ones researched here but also outside variables
which affect the decision making of millennials. However, this study all those outside variables,
such as financial status, permission to travel, societal pressures, etc. As to make it purely about
the risk perception in choosing to travel.
3.3 Outline of chosen Methods
The research methodology is considered as a theoretical as well as systematic analysis of the
study and various principles are included in the knowledge. Generally, it consists of ideas such
as qualitative techniques, quantitative techniques, paradigm, theoretical models and phases. In
this specific research, the researcher has chosen the descriptive design of research, post
philosophy in terms of positivism and deductive approach. Moreover, accurate justification has
been provided by supporting the philosophy, approach and design of the research methods. The
sources of data collection as well as the size of samples, both have been mentioned by the
researcher.
3.3.1 Justification of the chosen philosophy
As the topic of the research is based on the risks perceptions while travelling, the researcher has
chosen the philosophy of critical realism, as the researcher has experiences some events related
to critical realism. The main of selecting this type of philosophy in research method is that the
information about the fact has been evaluated on the basis of positive data. This work of earlier
has been conducted earlier on other research papers. Hence, the philosophy of critical realism is
24

most suitable for this topic about risk perception. It is really helpful for the report as the
philosophy of critical realism puts itself as an optional paradigm to both the scientific kinds of
positivism which are concerned with regression models, regularities and a strong interpretivist
term which have not approved the debate in the favour of interpretation. On the other hand, the
philosophy of post-positivism has not been choosing by the researcher as most of the information
as well as data would be evaluated by scientific research. Hence, the philosophy of critical
realism is appropriate for the research paper as it is a chain of philosophical positions on various
matter ranges, which consists of causation, ontology, persons, structure and forms of
explanation. The perception of risks may require the necessities to use adequate health services.
Pandy and Rogerson (2018) opined that the international travel may expose tourist to different
risk related to health, which depends on several factors including the person and the destination.
The risk is an essential factor in related to international tourism. Calm, peace and safety are the
prerequisites to accumulate and attract different tourist to any specific place. Furthermore, the
perception of the risk of a young adult is also associated with foreign travel. Researchers have
identified seven factors of risk, which include political instability, health, cultural barriers,
terrorism, the religious and political dogma of a country, crime and strange food. It is found that
the tourist who finds more reliability in their tourism is offered with the small risk associated
with the foreign trip. Some researchers have also suggested that the perception of risk is
associated with a personal character as well as personality traits. The individuals who are not
afraid of risk, do not receive any risk while travelling to their desired destination. All these
characteristics of various individuals and their interest in travelling and the foreign tour would
reflect their philosophy of critical realism. Hence, the choice of critical realism research
philosophy encourages the idea of various risks which may be applied while travelling and is
25

totally dependent on the individual how they overcome the risk and enjoy the travel. Therefore,
the researcher is going to collect suitable data regarding this fact and formulate proper hypnosis.
3.4 Research Philosophy and Approach
According to the research onion, the research will display the research philosophy of Critical
Realism where it focuses on the philosophies and thoughts on the events the researcher
experiences it as well as how the general public perceives it. The approach will be a done in a
inductive fashion as to apply the information available at hand through the plethora of
information available on the topic of travel-risk and the different characteristics of risk reduction
as well as consumer behavior to figure out the reason and/or factor that weights most in a
traveler's decision in making the decision to travel.
3.4.1 Justification of the chosen approach
The researcher has chosen the inductive approach for the given report. It begins with the
analyzations and the theories are conducted towards the completion of the research process from
the results of analyzation. The inductive research approach consisting of searching the design
from the observations and the establishment of theories that are explained for those design
through a chain of the hypothesis. At the beginning of the research, no hypothesis would be
applied, and after the process of the researcher has commenced, the researcher would be free to
alter the direction for the specific research. The deductive approach of research has not been
selected for the report as the areas of enquiry is composed as per the existing theory and the
representation of the hypothesis. In addition to this, the researcher has gained existing data,
models and theories in hand and thus, the inductive approach is most suitable for this research.
With the help of existing information, the researcher can able to set various questionnaire for
different respondents. However, the answers to those questions would be achieved by conducting
26

surveys and interviews and thus will end up with a fair conclusion. Furthermore, the choice of
different tourist about their desired destination would be collected along with their perception of
risks while travelling from one place to another. The data will be collected from various age
groups, starting from 5 years to 50 years, and all those data will help the researcher to conclude a
desired result about the topic. It is found from the collected data that the tourist who finds more
reliability in their tourism is offered with the small risk associated with the foreign trip. Some
researchers have also suggested that the perception of risk is associated with a personal character
as well as personality traits. The individuals who are not afraid of risk, do not receive any risk
while travelling to their desired destination. The tourist belonging to neutral risk do not identify
any risk while travelling to a specific place. Moreover, the tourist belongs to functional risk
emphasizes the risks which are associated with the equipment or mechanical failure and the
problems of the organization are associated with their holiday, and the tourists belonging to place
risks have perceived the journey as a fair risk and the destination of their last holiday as too
much risk. Hence, by observing all the existed data, the researcher has concluded various types
of risks in which different tourists are involved.
3.5 Research Type and Methodological Choice
The research type is a combined type of research, it is the combination of explanatory studies in
which causal relationships between the factors and the end variable are determined, as well as an
evaluative research type, the type where it determines how well something is effective. As this
paper will be about how effective the different risk perceived notions of travel, either it is
diseases, political situation, etc, and how that affects a person's risk averseness to risk and how
they might mitigate it in their minds. As rationale will be difficult to determine however it is said
that it will be easier to put the different travellers into different categories depending on views
27

and ideas. Finally, the paper will rationalize both the causal relationships that cause a person to
be more risk-averse or risk-tolerant to different risk factor points and see how much it sways a
person's decision into travelling or not travelling.
As for the methodological choice I have chosen to do mixed method research as I plan to first
distribute questionnaires on social media or on survey websites. As the paper requires a large
number of first risk factors that are most immediately apparent to the subjects. If those risk
factors are similar to the risk factors mentioned then the research can move on to more focus
group, semi-structured interviews. As mentioned before, there are also underlying risk factors
involved in the decision which cannot be determined through a simple questionnaire. The focus
groups would be broken up into demographic groups, (age, gender, the continent of origin, etc.)
to reduce any shy biases millennials may have when discussing risk factors, as in fear to lose
face. However, if someone else is brave enough to say so then others will be more inclined to
agree.
3.6 Sample
As this will be just a master dissertation, the sampling probability will be non-probability, as it
will be difficult for someone like myself to acquire the data from other random strangers. The
sampling will also be done in the conventional manner as there are several social groups that are
dedicated to helping other young millennials acquire quantitative data. This is where I tend to
focus my sampling population to be from, as the group consists of mostly millennials or those
who would be considered a minimum age limit to be considered a millennial. However due to
the number of millennials and the vast differences between each unique millennial there has to
be some sort of purposeful sampling involved to shift through the many outliers that would occur
from just the millennial own uniqueness or from those who were not truthful in their responses as
28

there would certainly have to a certain number of times where that is the case. At the moment a
response of around 50-150 accurate responses would be acceptable from the sample population.
With easy access to around 200 millennials in the previously mentioned social media groups
alone would help relieve some of the stress required in acquiring the necessary data points.
Resources and time planning (Project management)
As the plan of the data collection is primary a questionnaire it is not likely that the data collection
process requires any personal presence since it is done entirely online, through the use of social
media sites as well as social media groups. With access to a community of young millennials
who are in those social media groups for the exact purpose of supplying data points, it is
extremely helpful in acquiring access. As well as such resources such as online survey services,
which allow the quick distribution of surveys to a multitude of peoples easily and conveniently.
The data will be taken from a global perspective to the language of the questionnaire will be in
English, however this is not done to exclude non-English travellers however it will be
increasingly difficult to contact those as translation of the responses will be required as well as
the confidence level that English will be the preferred language for most online surveys and
questionnaires.
The second method for the qualitative model will be increasingly difficult as it will be difficult to
acquire permission to talk to the respondents easily. However, an alternative solution would be to
do a non-probability sampling from those who are able to contact through their social media
channels, asking them to take part in the short interview handled through a third party with
multiple webcam conversations capabilities. Or even websites where the only sound is permitted,
so it can be done with just audio.
29

3.7 Research Design
The design of research has been considered as a set of methods as well as processes which must
be utilized to collect and analyze the detailed variables for the problems of research. Designs of
research exist in four different types. They include confirmatory, descriptive, exploratory and
explanatory. The exploratory design of research is required when the research take long attention
to the procedures of the investigation. On the other hand, the explanatory design of research may
be analyzed as an attempt to discuss the effect and cause of particular research. Furthermore, the
descriptive design of research explains and explores some extra knowledge about a definite
topic. Hence, this report describes how valuable the various risks affect the averseness of an
individual to risk and how they would reduce it in their thoughts as well as minds. It is very
simpler to assign various travellers in various categories depending on ideas and views. Hence
the report rationalizes the informal relationship which causes an individual to be more risk -
tolerant to various factors of risks points and analyses how it sways the decision of a person into
not travelling or travelling.
3.7.1 Justification of the chosen design
The descriptive design of research has been chosen by the researcher for evaluating the report. It
is generally a conclusive design which could set different aims for explaining the opinions and
characteristics of respondents. Moreover, the descriptive design of research includes a previous
formulation to analyze specific questions and the research hypothesis. It must be different in big
samples as well. On the other hand, the researcher has not chosen the confirmatory research as
the chances of the result are totally based on coincidence in the confirmatory design of research.
However, the explanatory design of research must contain the desired result, yet it is not possible
for the researcher to implement this research design in this report as the explanatory design of
30

research may be analyzed as an attempt to discuss the effect and cause of particular research.
Along with it, the researcher has not chosen the exploratory design of research in this report as it
needs a good approach to under the perception of risks of various travellers while they are
travelling from one place to another. Moreover, it is very critical to measure the value of each
data with the exploratory design of research. Hence, after checking all the factors and assessing
all the aspects, the researcher has found the descriptive design of research as the most suitable
design for the given topic and hence, implemented this design in the report successfully.
3.8 Research strategy
The researcher has utilized both the qualitative and quantitative method of research in the given
report. The strategy of qualitative research gives a brief understanding of the motivations and
opinions as well as the reason for the specified research. On the other hand, the strategy of
quantitative research assists in quantifying the attitudes, opinions and behaviours with another
type of variables. Hence, both the research methods have been utilized by the researcher.
3.8.1 Choice of selected research
The choices of the report are both interview and survey. It is related to the inductive approach as
the new theories and information can be generated by conducting surveys as well as interviews.
The method of survey is quite faster which is to be used in answering the questions like "why",
"what", "how", "how often", "do you" and "how far". All the questions are easy to answers and
are close-ended. A good and reliable manner has been followed by the researcher while
conducting this research and it gives an effective explanation of the long research. Further, the
surveys give an idea about the types of individuals who possess different types of risk in their
mind. The attitudes of different individuals would be evaluated by conducting an effective
survey. Along with it, the interviews give a proper explanation and details about the risk
31

perceptions. That is why these two research choices are conducted by the researcher to gain
enormous knowledge about the topic.
3.9 Data Collection Techniques
The researcher has used two types of data collection techniques which include secondary and
primary data collection method. The quantitative and qualitative methods of research are both
connected to the primary data. Various surveys questionnaires are used to gather quantitative
primary data. In relation to secondary data, it is all about accumulating various theories and facts
about the topic. Hence, the researcher has to gather enormous information through different
journals, books, articles, newspaper and visited many websites to accumulate the secondary data.
Moreover, the secondary data is used in the literature review of the topic. Both the primary and
secondary methods are interlinked with each other. The secondary data can be easily accessed
and the process of data collection is not as much effective. In addition to this, the primary data is
related to the conducted surveys and interviews. The method of survey is quite faster which is to
be used in answering the questions like "why", "what", "how", "how often", "do you" and "how
far". All the questions are easy to answers and are close-ended. Furthermore, the surveys give an
idea about the types of individuals who possess different types of risk in their mind. The attitudes
of different individuals would be evaluated by conducting an effective survey. Along with it, the
interviews give a proper explanation and details about the risk perceptions. Hence, it is
concluded that the researcher has used both the techniques of data collection, viz, primary and
secondary
data collection methods.
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3.10 Timeline
From the start of August, the surveys will be distributed to as many sources available as data
collection will roughly take up one to two months to complete the required number of
appropriate responses. As in the following months, the main objective is to be finished with the
mathematical figures and calculations to determine causality between the factors. For which with
the last one or two months to finish up writing up the data as well as editing the research paper.
3.11 Ethical Considerations and limitations
This research will be conducted in an ethical way, as in the questionnaire most likely through a
third-party survey service, on travel blogs or travel websites, will be 100% anonymous, and the
only personal information will be asked just for the sake of demographics (Age group, gender,
where they are originally from). As well as if the number of responses reaches a certain point, I
may also randomly pick a few of these people (if they are willing) to do a short interview as to
see the results and reasons in a more in-depth perspective. As these interviews will be done with
strangers there will be some unwillingness to share sensitive information so the interviews can
also be online, audio-only interviews to make sure their identity remains anonymous, as well as
an added bonus in not having to reveal the participant's faces.
The researcher has successfully implemented the report by following all the adequate methods
and accumulated the information and data by controlling its authenticity. However, some
limitations have been found in the report in spite of the authentic report. The researcher is an
undergraduate student and hence it is not possible for him to access the public libraries and
reputed journals. Hence, the researcher requires to complete the report by consulting with the
sources which are secondary in nature. Being an undergraduate student, the researcher is not
reliable to many places as well as many individuals. The manager of various tourist agency does
33

not feel comfortable to discuss their experience and knowledge with the research. However, a lot
of efforts have been given by the researcher to convince them. The managers of tourist agencies
do not want to disclose any important facts regarding their journey with travellers. Hence, the
researcher has to face a lot of problems while conducting research in a reliable manner. In
addition to this, the researcher has do not have adequate time to conduct long surveys and
interviews as he is an undergraduate student. It is determined that the researcher may require
some additional time to accumulate more data from different places. Money is an important
factor and the researcher do not have enough money to continue the proposal of research for a
long time. Thus, all the mentioned factors have aroused various problems for the researcher to
conduct successful research about the topic. However, all those limitations may give various
opportunities for different researchers in future.
3.12 Summary of the Research Methodology
The methodology of the research is such a kind that it reveals the path by which the report will
be carried out. This report includes a special knowledge in every dissertation. The researcher has
successfully explained the approach, philosophy and design of the research methods along the
reason for specific areas of selection. Apart from this, the researcher has also discussed the
qualitative and quantitative methods of research and reflected a brief description of the process
of data process techniques. Furthermore, an ethical consideration, techniques of analysis and
advantages of conducted surveys and interviews have been successfully discussed. The
researcher has gathered enormous information through different journals, books, articles,
newspaper and visited many websites to accumulate the secondary data. Moreover, the
secondary data is used in the literature review of the topic. Some, as well as survey
34

questionnaires, have been executed successfully to collect the primary data as well. Hence, the
researcher has become more reliable and authentic with the given topic.
Chapter 4: Data analysis and findings
4.1 Introduction
This part is the most important chapter in particular research work. Data analysis and finding are
the ones, which can help a research paper to get a positive result for the research paper. All the
collected data in this research paper will be analysed the predicted visions of this particular
research paper. Along with that, this particular chapter will be determined that the researcher has
been tried with all the effort to find out the derivatives by all the primary data. In addition, here
all the questionnaires will be identified and they will influence the particular report to go the
proper direction. The researcher set some set of question and share with some people who love to
travel. This can help the researcher to get the exact information about all risk factor while
travelling. As the primary research work needs the involvement of all the respondents who are
related to travel and the researcher contributes all the questions among them. The quantitative
data of this particular research report will be documented in the tabular format where all the
qualitative data can be noted in the paragraph style. In addition, all the objectives of this
particular report will also be framed in a proper manner by the analysis part. With the help of
data analysis, the researcher can easily get the ideas of the risk factor in travelling and can find
the exact solution for those risk factors.
4.2 Quantitative findings
1. To which age group do u belong to?
options(age) No of respondents Total no of respondents
35

10-18 12 50
18-30 18
30-60 10
No of respondents
Oct-18 18-30 30-60
Analysis:
Here in this part, the researcher took a total of 50 respondents and ask the same question to all of
them. Therefore the result is out from this particular question is that total 12 respondents belong
to the 10-18 year age group, total 18 respondents belong to the 18-30 age group and total 10
respondents is belong to the 30-60 age group. This result can help the researcher to know about
the craze of travelling among people depends on the age group. Along with that, it can be very
easy for the researcher to find out the exact issue regarding travelling and can know what will be
the proper solution to those issues. The craze of travelling is very much higher in the age group
of 18-30. Therefore, it can be stated that people of that age group needs to give more care while
36

ravelling and should take more precaution so that if any risk can occur while travelling then they
can defend easily.
2. To which gender do u belong to?
Options(gender) No of respondents Total no of respondents
Female 22 50
Male 28
No of respondents Total no of respondents
0
5
10
15
20
25
30
35
40
45
50
Chart Title
Female Male
Analysis:
From this particular question, it can be stated that the percentage of male travelling is higher than
the female. Therefore it can be stated if any risk factor is arising then male are faces those more
than females.
3. From how long are you into travelling?
Options(year) No of respondents Total no of respondents
0-1 5 50
1-10 12
37

10-20 18
20-above 15
0-1
01-Oct
Oct-20
20-above
0 10 20 30 40 50 60
Chart Title
No of respondents Total no of respondents
Analysis:
From the above table, it can be cleared that total 5 respondents are in travelling for the 0-1
year, total 12 respondents are for 1-10 year, total 18 respondents are for 10-20 year and total
15 respondents are for 20 years or above than that among total 50 respondents. Therefore it
can be stated that the number of people who has the experience of travelling for 10-20 year is
higher than others.
4. How far do u think risk perception is important in travelling?
Options No of respondents Total no of respondents
Important 28 50
Neutral 15
Not important 7
38

Important Neutral Not important
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chart Title
No of respondents Total no of respondents
Analysis:
From the above table, it can be stated that total 28 respondents think that risk perception is
important in travelling, total 15 respondents are stayed neutral and total 7 respondents think
that it is not that much important among 50 respondents.
5. How far do u agree considering risk perception before travelling?
options No of respondents Total no of respondents
Totally agree 30 50
Neutral 15
Totally disagree 5
39

Totally agree
Neutral
Totally disagree
30
15
5
50
Chart Title
Total no of respondents No of respondents
Analysis:
From the above table, it can be stated that there are total 30 respondents totally agrees with
the considering with the risk perception before travell8ng and total 15 respondents are neutral
and 5 respondents totally disagree with the risk perception among total 50 respondents.
6. How far do u agree that the travel industry needs to consider risk perception?
Options No of respondents Total no of respondents
Totally agree 32 50
Neutral 11
Totally disagree 7
40

No of respondents
Totally agree Neutral Totally disagree
Analysis:
From the above table, it can be cleared that there are total 32 respondents who totally agree
that travel industry needs to consider risk perception, total 11 respondents are neutral and
total 7 respondents totally disagree that travel industry to consider risk perception among 50
respondents.
7. How far are you stratified with the risk perception considered by the travelling agent?
Options No of respondents Total no of respondents
Totally satisfied 38 50
Neutral 10
Dissatisfied 2
41

Totally satisfied Neutral Dissatisfied
0
10
20
30
40
50
60
70
80
90
Chart Title
No of respondents Total no of respondents
Analysis:
From the above table it can be cleared that total 38 respondents are totally satisfied with the
risk perception considered by the travelling agent, total 10 respondents are neutral with the
comment and total 2 respondents are totally dissatisfied with the concept among 50
respondents.
The primary research has been conducted by the researcher through quantitative data analysis
and is carried out to solve specific questions and issues. Various surveys an idea about the
types of individuals who possess different types of risk in their mind. The
questionnaires are used to gather quantitative primary data. The surveys give attitudes of
different individuals would be evaluated by conducting an effective survey. Along with it,
the interviews give a proper explanation and details about the risk perceptions. Hence, the
researcher has chosen 50 respondents and arranged some questions which are described
below:-
8. How far would you accept the changes in the concept of risk perception?
42

Options Number of respondents Total number of respondents
Totally accepted 17
50
Totally neglected 13
Partially accepted 20
13 50
17
Number of respondents Total number of respondents
0
2
4
6
8
10
12
14
16
18
20
Partially accepted
Analysis
Out of the 50 respondents, 17 respondents have totally accepted with the changes in the
concept of risk perception while travelling. 13 respondents have totally neglected the changes
in the concept of risk perception and the remaining 20 respondents have partially accepted
the changes of risk perception while travelling.
9. Would you like to take part in the above-mentioned changes?
43

Options Number of respondents Total number of respondents
Yes 32
50
No 18
Yes
No
0 5 10 15 20 25 30 35
Number of respondents
Analysis:
From the table mentioned above, it is found that out of the 50 respondents, 32 respondents
are willing to take part in the changes in the concept of risk perception, while 18 respondents
are not willing to take part in the changes.
10. How far would you stay loyal to your traveller even if they consider changes?
44

Options Number of respondents Total number of respondents
Highly loyal 26
50
Disloyal 11
Partially loyal 13
Highly loyal Disloyal Partially loyal
0
5
10
15
20
25
30
Number of respondents
Analysis:
From the table mentioned above, it is found that out of 50 respondents, 26 respondents are
highly loyal to their traveller even if they consider the changes. 11 number of respondents are
totally neutral about loyalty and then remaining 13 respondents are partially loyal to their
traveller even if they consider the changes.
4.3 Qualitative analysis
 What risks are associated with travelling?
45

According to the first manager, the most important risk with travelling is the physical risk or the
equipment risk. During a trip to foreign countries, the first concern comes for the environment
and the equipment that will be available to the travellers. as stated by the first manager, There is
always a tension for the comfort and safety of the destination in which he has to stay for a few
days. How far the travel arrangements are safe and will it be reliable are the two questions that
come on the mind of the travellers.
The second manager has supported the response of the first manager and he further added that
there prevails another risk i.e. financial risk. Money plays the most important role while planning
for a trip. Some trips have very high costs and in that case, people can not go on trips very often.
Most of the time, they gather money to go on a long trip. The foreign trips are the most
expensive as it demands a foreign exchange of money. All the foreign places demand huge rental
costs for housing, sightseeing, flooding etc. In the financial risk, the two major concerns of
travellers are physical safety as well as mental satisfaction. People tend to choose trips for taking
rest from the usual life but if they do not get to satisfy personally, they become disheartened.
The third manager accepts the above-mentioned points. According to him, the psychological risk
is also present in risk perception while travelling abroad. This risk reflects the idea that a person
chooses a destination according to his personality.so, it is always in their mind that the trip
should match his self-image and personality. For example, it can be said that there is a tendency
among the people to check the comments on the internet about a place or a hotel or a restaurant.
He chooses according to his self-image.
 How are the risks managed?
46

The manager 1 stated that the first point that should be kept on mind for managing risk is to
choose familiar alternatives. As mentioned earlier, the travellers mainly concern about their
safety and availability of transport in their chosen destination. To manage the risk, one should
opt for familiar alternatives.travellers should choose their already known housing and the
transport in which they have travelled earlier because the services given by those hotels or
transport system has already gained the trust of the travellers.
According to manager 2, the most possible way in which the risk can be managed is to learn
from the past experiences gathered by the traveller from their daily life experience. As for
example, it can be said that, on a trip abroad, the parents should keep an eye on their children. In
a far-off unknown place, it creates a lot of problems as the language sometimes differs from that
of the locality.
The manager 3 agrees with the manager 1 but disagrees with the manager 2. he stated that after
choosing familial alternatives, the second in the position should be to take medicines and
painkillers on the foreign trip. According to him, the weather, landscape change when people go
for travelling.people gets habituated in the weather of the area in which people live for many
years. So, when they go to unknown places, fever, headache, dehydration can happen to them.
Children suffer most of the time. So, for a safe and comfortable journey and to complete the trip
successfully, people should carry the necessary medicines because it may happen that the
particular medicine is not available in the local market. Travellers may get stressed because of
that.
 How does past travelling experience influence risk perception?
47

When interviewing about the influence of past travel experience on risk perception, the first
manager opines that most of the time travellers perceive known risks. So, they are already
experienced about the kind of risks they will have to face while travelling currently. So,
travellers are confident about their trip. They believe that they will be fine on their trip as they
know what can happen and they prepare themselves in accordance with that.
The second manager added a point with it and stated that there are some people who are so
willing to go for a trip that they ignore about worrying for risk. The pleasure-seeking nature of
the travellers does not allow them to worry about the risks that can be present on their trip. In
addition to that, sometimes they travel alone so that they can avoid the risk of the family. For
example, there are some people who do not worry about the quality of the restaurant. Instead of
that, they want to taste the local food and without worrying, they consume it.
The manager 3 describes the above-mentioned points and stated that known risks and neglecting
the worry of risk are the only two ways in which people can enjoy their trip. People are generally
hedonistic in nature which help them to be confident about their trip and also help to neglect the
risks which may happen or may not. But, there are some travellers, who do not experience any
kind of bad incident before. So, they do not even think about any bad incident that can happen
and this helps them to enjoy their trip thoroughly.
4.4 Discussion:
This particular research paper mainly focuses on the risk factors, which are faced by the traveller
while travelling. There are many people over the world who are in love with travel, therefore
they need to be more careful and follow better solution to fix all risk issues before travelling to
their destination. Along with that to get the exact idea of how people act on every risk and how
people concern about every risk, the researcher set some question and ask those questions to
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some traveller. It can help the researcher to get the exact answer and help them to identify all
issues of travelling to any destination. From the first question, it can be said that the interest in
travelling among the young generation is higher than others. They mainly travel freak and they
always stay intro travelling for most of the time. Therefore, travel agent and industry should give
more care to this particular age group people and create a better atmosphere to travel. Along with
that, they need to provide give proper knowledge of travelling to those people and should
provide them with better precaution so that they can defend all issues while travelling. However,
all age group people are also very important to perceive the risk factor before travelling. This can
help them to find the exact solution for emergency purpose and can easily get rid of those issues.
From the second question, it can be said that there is more male who is into travel than female. It
can help the researcher to know the interest in travelling in people on the basis of gender. In the
above question, the third question mainly described the interest in travelling among all people
and for how long people are in travel. It can also help the researcher to know about the
experience of travelling of all people. When people have the experience of travelling then the
researcher can be sure about the issue and with the help of experienced people, issues can be
identified very easily. In addition, that can help to find out the exact solution of a particular issue.
From the fourth question, the research founds that there are more people among a total of 50
traveller thinks that risk perception is important in travelling. When some travellers are travelling
to some destination, there can be many factors, which can create many issues, therefore risk
perception can help them to stay ready for all circumstances. From the fifth question it can be
cleared there are many people out there who consider risk perception before travelling. Risk
perception is the one which can help all traveller to get an overview of the risk before travelling
to one place to another. Therefore it can be very easy for them to defend all type of risk before
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arriving. Perceptions of travel risk are very much according to various types of travel risk. There
can be various type of risk such as equipment risk, cultural risk, financial risk, health risk etc.
therefore if people are taking this seriously they can easily defend all those before facing those
issues. In the sixth question, the researcher set a question for that 50 respondent that how far they
do think risk perception can be considered in the travel industry. Therefore, from the result, it
can be cleared that, there are more people who think that the travel industry needs to take risk
perception very carefully and should take al precaution before travelling. Travel industry also
needs to share the knowledge of risk perception t every traveller and should create a team who
can easily defend the risk if that arrives at the traveller. From the answer of all respondents, the
researcher can get a clear view about the thinking of traveller and ca just travel industry to
consider risk perception in their field. From the seventh question, it can be cleared that, there are
more traveller who can be very happy if the travel agent is considered risk perception than that
traveller who does not agree with it. Each travel agent needs to give more care to all travellers
and they should provide better services so that travellers can easily reach their destination safely.
There can be many possible risks related to culture, crime, equipment or functional risk. risk
perception is a type of factor which affecting the decision-making process of travelling. In this
particular sense, this factor considers as the deciding factor and also has a signification impact on
the demand for tourism. Many travel freak people want to travel to a long destination. Therefore
the chances of facing risk are very high. At that point, of time, risk perception is very important
so that they can easily know the nature of risk and can be ready for those risk before arriving.
Apart from that, there is more traveller who doesn't want to travel to those places which are
related to any risks. The destination image always affects the travel decision and act as the
influence factor to all potential travellers. It is not possible for all traveller who can know their
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destination place very well can fixed all issues while travelling. Therefore it is the responsibility
for all travel agent to provide exact information to all travellers who are travel to a destination.
Along with that, the traveller can know which place is safer for them to travel with the help of
travel agent. If the travel industry and travel agent play their role properly then it can be very
easy for travellers to travel to their destination safely and can enjoy their travel too. It is very
helpful for all people to understand how traveller are influenced by perceived risk during making
the decision of travelling to a destination. Perceptions of individuals can be affected by the
external factor too, but the risk factor can always change the decision of each traveller to travel.
Sometimes, traveller getting fake new about their destination before travelling and it makes
many issues while travelling. Therefore, the travel agent always is sure that all travellers are
getting exact new and have the capability to travel to their destination too. Sometimes many
languages, cultural risk can occur while travelling. Therefore, before going to such destination, if
travel agent helps the traveller to know about all type of risk, then they can be prepared for those
risks and can easily defend those. According to Gu et al. (2018), Travel industry and agent
always consider that all traveller are feeling safe and secure while travelling because of it the
most prior thing while travelling. However, this safety and security factor totally depends on the
destination. Sometimes, social risk also occurs before travelling, therefore, travel agent and
industry should provide better services to fix these type of issue among all travellers. Sometimes,
some travellers decide to go some destination but did not get the approval of their families or
friends, therefore, the vacation choices come under a question. In addition, tourist also can suffer
from a lower personal and social status or emerge for being unfashionable. Therefore, if the
travel agent advises them with a proper idea f the destination and provides all type of information
about the destination, and then it can be very helpful for all the travellers to travel their
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destination carefully. Despite the importance of risk perceptions in destination choice and
decision-making, there are limited research has been taken to explore traveller's risk perceptions.
The main purpose of this particular research report to pay attention to the risk perception while
travelling and find out all the possible solution, which can help the traveller to avoid risk. Travel
industry to create a campaign where they can provide all information about risk while travel to
all traveller and can help them to stay prepared for all type of risk. From this part of this research
report, it can be confirmed that risk perception should be taken very seriously for the travel
industry, travel agent and travellers to avoid all type of risk while travelling.
In the concept of staying loyal to the traveller, it is found that the majority of respondents stay
loyal with their travellers while a minority of respondents are disloyal to their travellers. The
reason for staying loyal to the traveller is that the majority of tourist agencies have understood
that travellers are very important for their business and they can increase their sales as well as
profit. With good customer loyalty by retention, the business can increase their incomes and gain
enormous profit as well. Hence, the tourist agencies remain loyal most of the time with
travellers. It is recommended for those individuals who are not loyal to their travellers, to invest
some time in boosting customer loyalty. Travellers or customers are considered as the backbone
of business and if they stop contact with the travel agencies, then their business would suffer
from huge losses. Thus, they should be loyal to travellers in order to enhance their business.
Despite the suitable flexible in the industry of tourism, it is also viewed as a fragile industry
because it is unsafe towards different crises events and attacks such as terrorist incidents, wars,
health issues, an outbreak of vulnerable diseases, instability in politics and so on. The
international tourism industry has suffered an expanding number of hazardous crisis and
disasters. The effect of globalization on the market of tourism can affect different individuals and
52

their tourism business. Hence, the tourism industry is an essential economic sector for many
nations. However, the industry of tourism is high is a dangerous situation and highly prone to
various risks from the pressures and external factors in the operating environment. Hence, the
manager of certain tourist industry needs to design certain strategies to reduce and, manage the
effect of disasters and crisis in order to protect the environment, society as well as the tourism
industry. Following the research analysis presented in the given report, the important conclusion
is that a negative picture of destination leads to the negative perception of the risks of various
tourists. Hence, Giusti and Raya (2019) mentioned it impacts the intention of tourist to visit a
suitable destination. Along with it, the risk perception of tourist is also associated with various
factors, which include gender, age, past experience of travel, size of travel party, nationality and
level of education. The perception of risks requires the necessities to use adequate health
services. The international travel can expose tourist to different risk related to health which
depends on several factors including the person and the destination. The risk is an essential factor
in related to international tourism. Calm, peace and safety are the prerequisites to accumulate and
attract different tourist to any specific place. The perception of risk of a young adult is also
associated with foreign travel. Seven kinds of risks have been identified in the behaviour of the
consumer. These are a financial risk, equipment risk, psychological risk, physical risk, time risk,
social risk and satisfaction riks. All these risks are used to check the decision of specific tourism.
Hence, risk is an essential factor in related to international tourism. In addition to this, nine kinds
of risk are associated with foreign travelling. They are health, financial, political instability,
physical satisfaction, psychological, time and terrorism. In addition to this, research has
identified seven factors of risk which include political instability, health, cultural barriers,
terrorism, the religious and political dogma of a country, crime and strange food. It is found that
53

the tourist who finds more reliability in their tourism is offered with the small risk associated
with the foreign trip. The perception of risk is associated with a personal character as well as
personality traits.
Thus, it is concluded that many individuals are totally influenced by perceived certain risks while
making a classy decision. The perception of people can be impacted by some external factors
which impose a great problem for destination management and the business of local tourism to
influence. Some uncontrollable factors exist which includes natural disasters, terrorist attacks
and outbreak of diseases. These kinds of factors can cause a lasting impact on tourist perceptions
when they happen. Hence, as per the words of Aliperti et al. (2018), it is very important to
understand the quality and nature of those disasters and incidents in order to foresee the crucial
effects, which they have on the tourism industry, and to manage and control their results.
Identifying the basic demands of individuals for security and safety is widely needed to make
travellers feel safe before the journey.
Chapter 5: Conclusion
5.1 Conclusion
After analysing all the accumulated data and information, it is concluded that the risks which are
related to travel are the warning of an event which is adverse and affecting the health of a person
when they travel from one place to another. The perception of risks requires the necessities to
use adequate health services. The international travel can expose tourist to different risk related
to health which depends on several factors including the person and the destination. Calm, peace
and safety are the prerequisites to accumulate and attract different tourist to any specific place.
The perception of risk of a young adult is also associated with foreign travel. Seven kinds of
risks have been identified in the behaviour of the consumer. These are a financial risk, equipment
54

risk, psychological risk, physical risk, time risk, social risk and satisfaction riks. All these risks
are used to check the decision of specific tourism. Hence, risk is an essential factor in related to
international tourism. In addition to this, nine kinds of risk are associated with foreign travelling.
They are health, financial, political instability, physical satisfaction, psychological, time and
terrorism. In addition to this, research has identified seven factors of risk which include political
instability, health, cultural barriers, terrorism, the religious and political dogma of a country,
crime and strange food. It is found that the tourist who finds more reliability in their tourism is
offered with the small risk associated with the foreign trip. The research has also suggested that
the perception of risk is associated with a personal character as well as personality traits. The
individuals who are not afraid of risk, do not receive any risk while travelling to their desired
destination. Hence, it is very important to maintain safety and precaution while travelling to a
specific destination on vacation.
5.2 Benefits and limitation of the study
5.2.1 Benefits
The benefits of the research can help determine the many risk tolerant factors travel marketing
companies can use and adapt to increase interest to a certain destination. As well as for the
different destination tourism board of the authority may choose to deploy in the after effect of a
disease outbreak or an incident that increases the risk factors that that destination may suffer and
rectify it as quickly as possible. As more and more companies are doing increasingly more
research on consumer behaviour the tourism industry can apply the persuasion techniques by
implying reduced risk factors.
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5.2.2 Limitations
The limitations of the sampling, firstly, are rooted in the frankness of the participants in sharing
their own experiences and fears. This is perfectly understandable due to the fact that fears are not
something that people openly share to strangers asking them for sensitive information. In
addition to, the risk factors of someone is constantly changing if someone mentions something
and the participant may here be mentioned by someone else and at that moment change their
previously held view and change the flow and accuracy of the interview responses.
As the approach of the research itself is also mostly focused on the psychological reason why
travellers choose to or do not choose to travel. Not to mention, how someone's perceived risk,
which is done sometimes unconsciously. So in extracting that information from those who
themselves, do not truly know the real reason they have such travel prejudices or biases
themselves. Lastly, the information that can be concluded from the paper may be skewed in a
particular direction due to the current geopolitical incidents, or any strong warnings that may be
apparent at the moment as travel decisions can be changed almost instantly. Not to mention those
changes, also all differ for every millennial as they are perceived to be freer in their decision-
making roots and thus making it difficult to ascertain general reasons.
5.3 Future scope of the research
By analyzing all the above limitations given in the report, it can be proposed that any researcher
who is interested in doing reliable researcher can conduct a new report on the given topic by
analyzing all the mentioned knowledge and data. The researchers in a future generation can
select another place which may create a differentiation in the outcomes. They should try to allot
more capital because the present researcher has faced a number of problems regarding capital. In
addition to this, the future researcher can select other countries and explore the different
56

perceptions of individuals towards risks while they travel from one location to another. By
exploring various countries, the future researcher can gain huge knowledge about their culture,
foods, locality, thoughts, behaviour as well as the desire of every individual. They can also gain
the adverse effect of health can conclude some precautions as well as treatment. All those
gathered knowledge can help the future generation as well as they learn about the safety and risk
perception of travelling. By gaining all the knowledge, people can take the necessary steps and
arrange different medications as a sign of safety, before travelling to a foreign place. Hence, it is
concluded that risk is an essential factor in related to international tourism. Thus, it is very
important to maintain safety and precaution while travelling to a specific destination on vacation.
57

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