TOURIST HESITATION IN DESTINATION DECISION MAKING

Tourist behaviour has always been a central issue in the tourism literature. Research in this area has long focused on destination choices and purchase intentions. Most tourism products are accompanied by discounts or extra services designed to stimulate consumption. Tourist hesitation implies failure to stimulation for managers and causes tourists to miss certain products and services with unexpectedly lower price or higher quality. Therefore, this study tries to clarify the relationships among tourist risks perception, tourist knowledge, and hesitation. Based on a structural equation modeling of data from 504 tourists, tourist risk perception positively influences hesitation but tourist knowledge can moderate this relationship. Finally, comprehensive management implications for practitioners are discussed.