The recent phenomena of infectious diseases, natural disasters and terrorist attacks have imposed an unprecedented threat to the global tourism industry. This paper reports on a study that investigated the perceived probability of occurrence, magnitude of threat and efficacy of official media on major types of risks from 1304 international travellers. The study also examined the perceived usefulness of a set of measures that aims to strengthen the confidence of travellers. This paper should provide tourism practitioners and policymakers an updated view from the perspective of travellers, which in turn, can assist the formulation of risk management strategies, an area that has long been of interest to tourism researchers and practitioners. Copyright © 2006 John Wiley & Sons, Ltd.
Accepted June 2006Keywords: risk; perception; international travellers; Hong Kong.
INTRODUCTIONT he need for travel has been widely documented in the existing tourism literature. People travel for leisure, vacation, business, visiting friends and relatives, and other reasons (McIntosh et al., 1995;Levantis and Gani, 2000;Gunn and Var, 2002). With a few exceptional situations, rational travellers do not travel for the sake of taking risk, and prior studies have therefore shown that the tourism industry is very vulnerable to direct or indirect events -commonly known as crises -that may threaten the safety of visitors (Mäser and Weiermair, 1998;Sönmez, 1998;Seddighi et al., 2001; Pacific Asia Travel Association, 2003). Leiper and Hing (1998), as well as Leggat and Klein (2001), have stated that during crises, visitors are swiftly unsettled and become largely dependent on the destinations and the host communities for support. On the basis of their econometric analyses, Levantis and Gani (2000) showed the negative relationship between demand for tourism and the number of law and order problems. Wilks and Moore (2003) further stated that good planning for expected or unexpected situations could make the major difference between wellmanaged risks and catastrophes with human injuries and economic losses.Although the topic of travel risk and its management has been widely examined by tourism researchers, the shocks occurring since 2000 have negatively impacted the worldwide tourism industry in the twenty-first century. Some examples of these shocks include the September 11 terrorist attacks in New York and Washington in 2001 (Lepp andGibson, 2003), the bombings in Bali in 2002 (Wilks andMoore, 2003), SARS and bird flu that mainly affected Asia in 2003(Hong Kong Tourism Board, 2004Pine and McKercher, 2004) host destinations and the global tourism industry throughout the entire history of human life. Visitors may therefore view tourism risks in a way in which policy-makers and industrial practitioners have never been aware. Due to the large geographical and cultural differences, visitors from different regions may, and are very likely to, view risks differently. In view of the emergence of more complex and highly threatened risks, this stu...