 Wildfires and tourist behaviors in FloridaBrijesh Thapa, Ignatius Cahyanto, Stephen M. Holland and James D. Absher Tourism Management, 2013, vol. 36, issue C, 284-292 Abstract: The impacts of wildfires on tourism have largely been examined with emphasis on economic losses and recovery strategies. Given the limited research from a demand perspective, this study examined tourist risk perceptions and reactionary behaviors toward wildfires in Florida. Data (N = 771) was collected among a U.S. sample of non-resident overnight leisure travelers that had visited Florida previously. Three clusters were identified with a larger segment in the middle (Conscious Travelers) of the curve, and higher risk (Cautious Travelers) and lower risk (Courageous Travelers) segments at each end. In addition, the segments formulated a pattern with respect to their perceived levels of risk, threat level of wildfires based on risk types, and travel behavior modifications over specific wildfire situations that could influence future travel behaviors in fire prone destinations. This segmentation strategy is useful for Destination Management Organizations as differential marketing messages could be targeted to each segment during crisis situations. Keywords: Market segmentation; Risk perception; Risk types; Wildfires; Tourist behaviors; Florida (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:36:y:2013:i:c:p:284-292 DOI: 10.1016/j.tourman.2012.10.011 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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