Exploring the influence of tourist ethnocentrism and risk perception on the hospitality and tourism industry

Abstract

PurposeRisk perception and ethnocentrism are recognized as significant psychological factors influencing tourism behaviors. However, the impact of tourist ethnocentrism (TE) on tourism and hospitality-related behaviors has mainly been overlooked in previous research. Hence, the objective of the present study is to propose a comprehensive TE model by exploring the influence of TE and risk perception on the domestic hospitality and tourism industry in Israel.Design/methodology/approachA convenience sample of 204 Israeli respondents 18 years of age or older took part in the study. Structural equation modeling (SEM) was employed to assess hypothesized relationships in the proposed model.FindingsThe data confirmed five out of the eight hypotheses tested. The study findings suggest that TE is unrelated to willingness to pay (WTP) a price premium for local travel or dine in local restaurants. Similarly, the authors found no association between risk perception and willingness to dine in local restaurants.Originality/valueThe current investigation contributes to the literature by proposing a model conceptualizing the influence of both TE and risk perception on hospitality (i.e. dine in a local restaurant) and tourism (i.e. domestic travel). The present research findings contribute to the tourism ethnocentrism literature and shed new light on social identity theory (SIT) by pointing to the importance of considering value for money in future conceptualizations and suggest monetary considerations may overshadow other in-group considerations as conceptualized in SIT.