Examining a multi-dimensional impact of travel risk perception on behavioural intentions of travellers: an international perspective on Petra, Jordan

This study investigates the multi-dimensional impact of travel risk perception on the behavioural intentions of international tourists. Adopting a sequential mixed method approach, this research conducted 15 interviews in the first stage, while in the second, 285 responses were obtained from international tourists visiting Petra, Jordan. The cultural, social, security and violence risks were found to play a significant role in shaping the behavioural intentions of travellers. However, information, financial and service quality risk do not significantly impact travellers' behavioural intentions. The study's novel finding is the identification of tourist segments that are resilient to certain types of risks. The findings can help destination managers incorporate influential aspects into advertising efforts to increase the number of tourists visiting Petra, Jordan. The study provides valuable insight from the perspective of developed countries by looking into how different dimensions of travel risk perception influence travellers' preferences to visit Petra, Jordan.