Religiosity and risk in the Ring of Fire

Abstract

With natural disasters becoming more frequent and severe, understanding how religion shapes tourist risk perception and travel intentions is vital for destination recovery and resilience. Religion remains a critical yet often overlooked factor in tourist behavior, especially in Asian destinations where religious norms strongly influence decision-making. This study investigates the role of religion and religiosity on the risk perception, self-efficacy, and travel intention of domestic tourists in two disaster-prone destinations, Padang, Indonesia and Beppu, Japan that lie on the “Ring of Fire.” The study employs a mixed method approach using pre-survey in-depth interview with tourism and religious leaders, a quantitative survey (n = 486) questionnaires, and follow-up qualitative interviews with eight religious and community leaders. The quantitative survey data were analyzed using structural equation modeling using Smart PLS 3, and the interview transcripts were analyzed using manual content analysis. The findings indicate that the religion and religiosity of domestic travelers from Indonesia and Japan have an important but complex effect on intention to travel and perceived risks. On one hand, despite the destination perceived risky, religion and religiosity may enhance confidence to travel to a destination where a disaster has occurred, due to a belief in God's protection. On the other, belief in ghosts is more common in Asia and this affects destination perception and hence post disaster recovery marketing. This study is important for destination managers in tailoring multifaith destination marketing communication in disaster-prone destination to avoid a tourism downturn.