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

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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