A Study on Travel Decisions of Potential Adventure Tourists Under Risk Contexts: Based on the Extended Theory of Planned Behavior

Wenqing Teng, Yangle Chen and Shenyang Zhang

SAGE Open, 2025, vol. 15, issue 2, 21582440251335806

Abstract: Risk is a crucial concern in the field of tourism safety research and is widely recognized as a constraining factor that influences tourists’ decision-making process. However, heterogeneity exists in tourists’ perceptions of risks, yet few studies have focused on understanding when and how perceived risks can enhance potential tourists’ travel intention. Drawing upon risk homeostasis theory and the theory of planned behavior, this study constructs theoretical models encompassing perceived risk, travel intention, desired risk, attitude, subjective norm, and perceived behavior control. Moreover, empirical analysis was conducted via 716 valid questionnaires collected from potential adventure tourists. The findings reveal an inverted U-shaped curve effect of “initial increase followed by decrease†regarding the influence of perceived risk on the travel intention of potential adventure tourists, with the desired risk acting as a key moderating variable. Furthermore, perceived risk may influence travel intention by mediating through attitude. The conclusions drawn from this paper provide valuable theoretical support for product design, marketing strategies and safety management within the adventure tourism industry while contributing to its sustainable and healthy development.

Keywords: adventure tourism; perceived risk; travel intention; surfing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440251335806 (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:sagope:v:15:y:2025:i:2:p:21582440251335806

DOI: 10.1177/21582440251335806

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().