Association of Marketing Theory and Practice Proceedings 2017
 

Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date

2017

Abstract

The leisure travel industry continues to thrive as consumer expenditures on travel have steadily increased. While travel has always carried with it some level of inherit risk, ever-increasing news of safety threats in tourism areas has been a troubling reality. This study sought to examine the importance of risk-related factors in leisure travel planning. A main objective of the study was to explore the role that an individual’s regulatory focus or gender may play in how one assesses various types of travel risk. Study participants, segmented based on regulatory focus and gender, evaluated a series of prospective travel risks. The results indicate that there is a relationship between an individual’s regulatory focus and attitude towards travel risk factors. Gender differences were also observed in the results.

About the Authors

Michael Musante is an Associate Professor of Marketing at Springfield College David Bojanic is a Professor of Tourism at the University of Texas – San Antonio

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons

Share

COinS