Risk perception and tourism experiences among pilgrims
Emerald Publishing Limited
Graduate Research School
This chapter examines destination risk perceptions of domestic pilgrims in Mashhad, Iran. Self-reported questionnaires were distributed to visitors of Imam Reza shrine in Mashhad through a time-based systematic random sampling method. Partial least squares structural equation modeling was used for data analysis. Results indicate that perceived risk was associated negatively with the quality of past visits, nonvictimization experience, and destination loyalty. Having past visit experiences did not moderate the strength of the model’s structural links except for the perceived risk to loyalty. The findings provide insights into distinct risk perceptions that can be leveraged by destination planners to tailor business strategies to meet quality expectations.