| Abstract: | Although a large number of studies both in and out of the tourism literature have examined perceived risk, the risk categories utilized are often too broad and are not generated from the perspective of current and potential travellers. This deficiency in the travel research is addressed in this study by asking more than 2,000 respondents to identify their concerns when travelling. All respondent concerns were content analyzed to derive ten travel‐specific risks and the relationship of the identified risks with demographic characteristics of the respondents was examined. The identification of these potential and actual traveller‐driven travel‐risks allows tourism officials to better understand how to respond to alleviate traveller concerns and encourage travel. Copyright © 2008 John Wiley & Sons, Ltd. |
