Are Serbian Tourists Worried? the Effect of Psychological Factors On
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Open Geosci. 2019; 11:273–287 Research Article Sanja Kovačić*, Tamara Jovanović, Ðurđa Miljković, Tin Lukić, Slobodan B. Marković, Ðorđije A. Vasiljević, Miroslav D. Vujičić, and Milan Ivkov Are Serbian tourists worried? The effect of psychological factors on tourists’ behavior based on the perceived risk https://doi.org/10.1515/geo-2019-0022 Received Mar 07, 2019; accepted Apr 30, 2019 1 Introduction Abstract: Recent natural hazards (floods and wildfires) With the advance of technology and science, it is still which hit some of the most visited Greek tourist destina- very difficult to predict and prevent natural and/or human- tions during the summer season 2018 are threatening to de- induced disasters and crises, which have an immense ef- crease the number of tourist visits in the affected regions. fect on global society. This affects economy, ecology, trans- As these regions, being namely Chalkidiki, Olympic Riv- port and safety, and may cause a negative effect on tourism iera and regions surrounding Athens and Thessaloniki, are as well. Even if the tourism businesses are completely pre- the most popular summer destinations for Serbian tourists, pared, the effects of these disasters are still present and it is interesting to examine how natural hazards that oc- vulnerability is unavoidable [1]. Considering the mass me- curred there influence tourist behavior based on the per- dia coverage nowadays, it is possible to follow hazards all ceived risk. The study aims to explore the role of psycholog- around the globe and in real time. This creates greater pub- ical factors such as different personality traits and tourism lic awareness and therefore greater anxiety when traveling worries on the tourist behavior based on the perceived risk to the desired destination. Consequently, the tourists’ per- of affected destinations. Moreover, the assumption was ceived risk of traveling is influencing their intention to visit that tourism worries will mediate the relationship between and is consequently of great importance for the tourism in- analyzed personality traits and tourist behavior based on dustry management. the perceived risk. Although previous studies investigated The case study of this research is the Greek seaside the effect of different psychological factors on tourist be- (i.e. Chalkidiki, Olympic Riviera, Attica region and Thessa- havior based on the perceived risk, this is the first study loniki with surrounding regions) which is the most visited to explore the interaction of different psychological fac- summer destination by Serbian tourists [2]. In 2018, there tors including tourism worries, which previously were not was a high frequency of natural hazards – floods (due analyzed in this context. Besides theoretical contribution, to heavy rain) and wildfires all over Greece. There were practical implications are also further discussed in the pa- tremendous losses, mostly material but unfortunately, hu- per within the realm of their use for destination managers. man lives were also lost and jeopardized. This was all well documented and discussed in Serbian media and thus, Keywords: Natural hazards, risk perception, psycholog- the authors believe the image of Greece was degraded - ical factors, SEM (Structural equation modeling), Greek the public’s perception of it as a risky destination was en- tourism, Serbian tourists forced. Many studies on tourist behavior have examined the tendency toward risky behavior and the perception of risk. Traveling individually is somewhat risky, being that we are *Corresponding Author: Sanja Kovačić: Faculty of Sciences, often visiting the previously unknown and unseen desti- University of Novi Sad Novi Sad, Serbia and Montenegro; Email: [email protected] nations, coming into contact with foreign cultures. As a re- Tamara Jovanović, Ðurđa Miljković, Tin Lukić, Ðorđije A. Vasil- sult, researchers in the tourism industry have explored so- jević, Miroslav D. Vujičić, Milan Ivkov: Department of Geography, ciodemographic and personality characteristics that could Tourism and Hotel Management, Faculty of Sciences determine risk perception and tendency towards risky be- Slobodan B. Marković: Department of Geography, Tourism and Ho- havior [3–5]. Personality traits that were examined in rela- tel Management, Faculty of Sciences; Serbian Academy of Science and Arts tion to the perception of the risk of traveling are for exam- Open Access. © 2019 S. Kovačić et al., published by De Gruyter. This work is licensed under the Creative Commons Attribution 4.0 License 274 Ë S. Kovačić et al. ple novelty seeking, sensation seeking, extraversion, etc. Tarlow [13], it is evident that tourism demand decreases Interestingly, there are no available studies that have ex- as the perception of risks at certain destination increases, plored the effect of all Big Five traits [6] - Extraversion, Neu- which is why research on risk perception and the factors roticism, Agreeableness, Conscientiousness, Openness to affecting it is so important for the tourism industry. Beside experience on tourist behavior based on the risk percep- health-related risks, war, terrorism, and political instabil- tion. Being anxious and worrying about different aspects ity as disasters with a greatest negative effect on travel in- of traveling (before and during) also affects tourist behav- tentions [14, 17, 18], the risk of natural hazards has been ior especially when a destination is at high risk of natural also recognized as an important safety treat affecting the hazards. Therefore, it is important to make a distinction choice of travel destination even in a longer period after between risk perception and tourism worries. The risk is a such event [19–23]. These hazards that are caused by na- probability that something bad could happen and percep- ture range from eruptions, avalanches and earthquakes tion of risk is based on a person’s intuition of this probabil- to landslides, floods, wildfires, hurricanes and typhoons. ity. On the other hand, tourism worries are related to peo- Jonas et al. [24] suggest that such risks associated with nat- ple’s inability to control their thoughts about travel-related ural hazards are connected with tourists’ physical risk that future events, which cause a negative effect [7]. So, the goal influences their decision to visit affected destinations or of the study is to explore the influence of both tourist per- destinations with a high risk of natural hazards. sonality and tourism worries on tourist behavior based on In the context of natural hazards, several authors fo- the perceived risk. Although previous studies investigated cused on the effects of natural catastrophes on visitors’ the effect of different psychological factors on perceived risk perception and visit intentions. For instance, Lehto risk and tendency towards risky behavior, none of those et al. [21] explored the impact of a tsunami on travel in- studies explored different psychological factors, tourism tentions and found that such a natural hazard negatively worries, and tourist behavior based on the perceived risk influenced the intention to travel to seaside destinations. in one model. Specifically, authors aim to explore mediat- Park and Reisinger [25] conducted an analysis based on ing role of tourism worries in the effect of personality traits different types of natural disasters and revealed the nega- on tourist behavior based on risk perception (i.e. Cautious, tive influence of these on international travel. Interestingly, Conscious and Courageous behavior [see 8]), but also di- Walters et al. [26] noticed that a personal connection with rect effects of certain personality traits. the affected area (flood-stricken destination) and repeat visiting, positively influence the intention to visit, while the main factors affecting destination avoidance were the 2 Literature review perception of bad weather and insecurity of the place. Based on previously stated, it can be assumed that risk perception is largely related to travel decisions and inten- 2.1 Natural hazards risk perception and tions to travel. However, the perceptions of travel risk and travel intention safety, as well as related behavioral intentions can largely differ between different types of tourists. Reisinger and The research studies in tourism have recognized the lack Mavondo [27] claim that marketers need to target tourists of safety and security as one of the most dominant in- with higher risk tolerance and risk acceptance level, which hibitors of travel intentions [9, 10]. Thus, the tourism in- is why the relationship of personality and risk perception dustry is facing a challenge to offer tourists a safe and is an important topic to study. Thus, in order to fully under- pleasant visit and minimize different kinds of risks and un- stand the effect of risk perception and behavioral intention safe situations. The concept of “tourism risk” can be under- in risky periods, exploring the personal factors affecting stood as the possibility of experiencing various unfavor- travel risk perception and behavioral intentions are espe- able situations or events at a tourist destination [11] with- cially important. Practically, such information could be ap- out the ability to perceive the exact consequences or nega- plied in making responsive destination management and tive results after making travel decisions [12]. This causes marketing strategies in the time of crisis. Finally, Thapa et the state of anxiety, fear and discomfort, which can re- al. [8] analyzed wildfires