Determining behaviour intentions from the overall destination image and risk perception

• Main Authors: Mohammad Shabib Khasawneh, Ashraf Mohammad Alfandi
• Format: Article
• Language: English
• Published: Faculty of tourism and hospitality management 2019-12-01
• Series: Tourism and Hospitality Management
• Subjects: perceived risk; overall image; revisit intention; recommendation intention; european tourists; jordan
• Online Access: https://thm.fthm.hr/images/issues/vol25no2/6_Khasawneh_Alfandi

Purpose – This study aims to examine the impact of perceived risks and the overall destination image on tourists' behavioural intentions. Design/Methodology/Approach – A questionnaire was prepared drawing from the scales in literature, and it was applied in a form of a self-administered questionnaire on European tourists who visited Jordan in 2018. Multiple regression analyses were applied to test the hypotheses on a data set of 339 completed questionnaires. Findings – The findings identified that two dimensions of perceived risks (financial risk and performance risk) had significant impact on the overall destination image and on tourists' behavioural intentions, however, physical, time, and socio-psychological perceived risks were neither important to the tourists' revisit intention nor to the overall image. Research limitation/implications – The findings solely reflect the perceived risks, the overall image, and behavioural intentions of the European tourists who visited Jordan. The focus should be placed on reducing implemented taxes on the touristic services and products in order to make Jordan more price competitive. The research originality – This study establishes an empirical relation between risk dimensions, overall image, and tourists' behavioural intentions; therefore, the findings have implications on tourism industry, especially for the key players in the Jordanian tourism board. It also serves as a reference to destinations with similar risk background.