THE MODERATING INFLUENCE OF DOMESTIC TRAVELER PERCEIVED RISK IN FAMILY TOURISM
DOI:
https://doi.org/10.21837/pm.v22i34.1638Keywords:
Family travel, travel motivation, perceived destination image, perceived risk, intention to travel domesticallyAbstract
Risk is fundamental in the choice evaluation and behaviour of tourists. Understanding tourists' shifting preferences towards a destination is imperative in the post-COVID era. Compared to other types of tourism, literature on family tourism travel behaviour has been limited, especially for outbound family tourists shifting to domestic destinations for holidays. This study used 220 samples for data analysis with Smart PLS 4.0. The findings show that perceived destination image directly affects the intention to travel domestically. The perceived risk significantly moderates this relationship. Enhancing the destination's image by emphasising its unique qualities and mitigating unfavourable conditions by establishing a secure environment is crucial.
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