Impact of Perceived Risk on Tourist Satisfaction and Future Travel Intentions: A Mediation–Moderation Analysis

Manjula Chaudhary and Naser Ul Islam

Global Business Review, 2025, vol. 26, issue 5, 1425-1442

Abstract: This research study is conducted in the Kashmir Valley, which is rated heavenly for its natural beauty. However, it is also perceived as risky by the outsiders since 1989. Earlier, it was a very popular destination for tourists and for shooting of films. Kashmir still gets good number of tourists, but the puzzle of impact of perceived risks on their behaviour still remains blurred. This research study is an attempt to understand the behaviour of tourists visiting Kashmir in terms of satisfaction from tour and future travel-related intentions as an outcome of perceived risk. Tourist satisfaction as mediator and demographic variables as moderator are carried out to gain insight into the behaviour of these tourists. The results of the study show that tourist satisfaction and future travel intentions of tourists in the Kashmir Valley are not impacted by their perception of risks. The results are a valuable input for DMOs that suggests that risks at the destination cannot be taken as the default barrier to the promotion of tourism. The necessary supply-side interventions at the destination to mitigate identified perceived risks by tourists and tourism relationship strategies at the demand side to address tour satisfaction can reflect in rewarding future travel intentions like revisits and recommendations.

Keywords: Risk perception; tourist satisfaction; future travel intentions; Kashmir Valley; mediation–moderation (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/09721509211036270 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:26:y:2025:i:5:p:1425-1442

DOI: 10.1177/09721509211036270

Access Statistics for this article

More articles in Global Business Review from International Management Institute
Bibliographic data for series maintained by SAGE Publications ().