Image and risk perceptions: an integrated approach

Abstract

This study proposes a more integrated tourist behaviour model by including the literatures of destination image and risk perception, and merges the cognitive and affective components of both literatures into a single construct. The structural relationships were analysed using Structural Equation Modelling, and findings indicate that integrated cognitive and affective evaluations directly influence overall evaluations, and that subjective knowledge directly influences destination perceptions, in a way that past travel experience does not. Theoretical and practical implications and suggestions for future research studies are discussed.