Subjective food-risk judgements in tourists

Sources of risk in contemporary tourism vary over a long array of phenomena ranging from the risk of terror attacks to risks related to food and consumption. Currently, alleged food-risk sources such as Creutzfeldt-Jacobs Disease (CJD; commonly known as Mad Cow Disease), Salmonella, Scrapie disease and even genetically modified food are salient in mass media. In the present study, we addressed the pervasiveness of tourists' judgements of such food-related risks. As part of a larger study, some 1880 individual tourists (from 48 different nations) answered a questionnaire pertaining to food-risk issues. Based on the logics of the availability heuristic, we expected that food risks would be judged to be lower in one's own home country than abroad. We also expected that people would rate various sources for food risk differently when rating food risks at home and abroad. The results indicate that risks linked to food are indeed perceived to be higher abroad than at home, regardless of where the respondents' homes are, although attributions of risk to the various risk sources seem to vary between at home and abroad. The results also show a significant, but moderate correlation between travel experience and food-risk judgements abroad and at home. The results also indicate cultural differences in risk judgements concerning food. (C) 2007 Elsevier Ltd. All rights reserved.