Destination Attributes and Destination Image Relationship in Volatile Tourist Destination: Role of Perceived Risk

Abstract

The primary purpose of the study is to examine the role of perceived risk in the tourism destination attributes and destination image relationship and to find what type of risks are mostly associated with domestic tourists who visited volatile destinations. The data were gathered from domestic tourists (with atleast 7 days of stay in J&K) about Kashmir destination and were contacted at various places such as bus stand, airport, tourists� guest houses and hotels etc. in Jammu and Katra cities using judgmental sampling technique. For analysing the data, EFA, CFA and SEM statistical techniques were used. The study finds that perceived risk significantly moderates the relationship between tourism destination attributes and destination image. Further, human induced risk, financial risk, service quality⁄facility risks etc. have negative impact on destination image. By understanding the quality of destination attributes and various risk perceptions among tourists associated with Kashmir destination and their impact on destination image, tourism marketers can design specific marketing strategies to cope with the risk perceptions. The study concludes with limitations and future research.