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Abstract

Despite the importance of risk perceptions in decision making and destination choice, limited research has been undertaken to explore tourists’ risk perceptions, especially those of rapidly growing destinations such as the Middle East. The purpose of this article is to explore the primary risk dimensions that the Australian tourism market associates with the United Arab Emirates, Oman, and Jordan and to investigate how prior knowledge may counter these perceived risks. Using a sample of potential Australian tourists, this study identified three risk dimensions associated with the region, namely: physical, general, and destination specific. Various dimensions of knowledge were found to influence tourist risk perceptions differently. Conclusions and recommendations for those responsible for the marketing and promotion of these destinations are put forward.

Keywords

Destination choice Middle East prior knowledge risk perception travel willingness

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