Purpose This paper aims to study the influence of gender on the theoretical and empirical relationships between tourists’ risk perceptions and both destination image and behavioural intentions. Design/methodology/approach An empirical study was carried out with potential tourists at home in Germany and the UK considering travelling to Spain, Egypt, Morocco, Brazil, Colombia and Indonesia. Data were analysed using structural equation modelling with multi-group analysis. Findings Results show that gender moderates the theoretical relationships between risk perception and both destination image and behavioural intentions. Risk perception is higher for women than for men and depends on the type of risks and the characteristics of the destination. Women are more likely than men to reduce their visit to a destination whenever there is an increase in their risk perceptions. However, the influence of risk perception on destination image is higher for men than for women. Thus, results prove there are significant gender differences in the theoretical relationships between risk perceptions and destination image and visiting intentions. Originality/value This paper provides new evidence on the gender differences in risk perceptions in tourism and their impact on destination image and visiting intentions, showing that whenever there are higher risks at a tourist destination women do change more than men their behavioural intentions. The results are useful for designing risk management and promotion policies at destinations that avoid the masculinisation bias, thereby considering the impact of gender differences on travel behaviour and consumption decisions.

El artículo realiza una profunda revisión teórica de un término de creciente interés: la experiencia. Se aborda la comprensión de las dimensiones de la experiencia turística, cómo analizarlas, y cómo desarrollar y comunicar una experiencia turística, presentado especial atención a la marca y los eventos como paradigma promocional de la misma. Como aportaciones principales, este trabajo analiza e identifica la situación de la investigación sobre experiencias turísticas, y finaliza con una propuesta: matriz de diseño de la experiencia, para la implementación práctica de experiencias en un destino.

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