Understanding the cognitive process of travel risk reducing behavior of tourists: A validation of the Protection Motivation Theory in a tourism context

In the risk reduction literature, studies have rarely advanced beyond examining the traditional types of risk reduction strategies (RRS) that leisure travelers employ. This thesis proposes that risk reducing behavior using contemporary RRS, and through a theoretical lens have significant bearing on comprehending the psychological process of how tourists manage and mitigate risk perceptions. As such, this thesis sets with the aim of empirically examine the psychological process of tourists’ behavioral intention of using RRS by drawing upon Rogers’ Protection Motivation Theory (PMT) – a cognitive mediating model. To achieve the objectives of this thesis, a sequential mixed methodology is employed.