Crisis, Risk, and The Tourist: Understanding Guest Behavior of Risk-Based Segmentation in the Post-Crisis Destination

Resumen

This study presents a comprehensive approach to segmenting tourists based on their risk perceptions. It recognizes the importance of understanding tourism segmentation in the context of changing tourist behaviors following the health crisis in a destination. While research on risk perception and tourist segmentation is growing, there still needs to be a gap in investigating risk perception as a basis for segmentation, particularly in the post-COVID-19 era. The study employed a mixed-methods strategy; data were collected through focus group discussions (FGDs) and extensive field surveys involving both domestic and international tourists. The FGDs engaged eleven participants, while the main survey included 568 respondents. The study identifies 21 distinct risk perception items influencing hotel decision-making processes. It utilizes cluster analysis to categorize tourists into four segments: The Performer (engaging in leisure without perceived pressure), The Valuator (seeking leisure experiences based on perceived value for money), The Avoider (preferring private and secluded leisure pursuits), and The Hesitator (experiencing leisure under perceived pressure). This research contributes to the evolving theory of risk perception by proposing 21 indicators categorized into five dimensions. Furthermore, those items are developed as the basis of tourist segmentation in the post-crisis situation. This is one of the few study that conduct tourist segmentation based on multi-items of risk perception. Hotel managers and accommodation owners can tailor their promotional strategies to target specific segments and address their needs based on perceived risks in leisure activities.