Risk Perception and Behavioural Intention of Tourists Towards Risk-Prone Destinations: The Mediating Role of Place Attachment

Abstract

The aim of this study is to explore and analyze tourists’ behaviour towards Kashmir Valley, India, specifically in terms of their place attachment and intended future behaviour in response to perceived political risk. The study also examines the mediating role of two facets of place attachment (place dependence and place identity) in therelationship between perceived political risk and tourists’ behavioural intentions. The study employed a self-administered questionnaire to gather data from 286 respondents using convenience sampling. Additionally, the structural equation modelling (SEM) approach was employed to analyze the data. The findings showed that perceived political risk does not directly affect behavioural intention; however, political risk perception negatively impacts both place dependence and place identity. Moreover, the results suggest that place dependence and place identity are positively related to behavioural intention. Finally, place dependence and place identity have a fully mediating role in the relationship between perceived political risk and behavioural intention. The results of this study are anticipated to aid destination marketers in understanding how perceived political risk affects the formation of tourists’ place attachment and their future travel behaviour.