Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.4.8
Tourist behavioural intentions amidst conflict: the interplay of destination attractiveness, terrorism risk, and prevention strategies in Kashmir
Tahir Sufi
orcid.org/0000-0003-3407-4828
; School of Business & Economics, Universidad de las Américas Puebla, San Andres, Cholula, Puebla
*
Indu Ranga
orcid.org/0000-0002-8946-050X
; Department of Tourism Management School of Business and Management Christ University, Bengaluru
Bindu Ranga
orcid.org/0000-0002-8946-050X
; Department of Tourism Management School of Business and Management Christ University, Bengaluru
Anil Kumar Goyal
orcid.org/0000-0003-0717-6036
; Food & Beverages Service, Institute of Hotel Management, Pusa, New Delhi, India
* Dopisni autor.
Sažetak
Purpose – Tourists are in a dilemma when it comes to visiting conflict zones: How much will they
risk to go to a place with the promise of the experience of a lifetime? As the study area, the study
will use Kashmir region of India to examine how tourists manoeuvre through the risk perceptions
and make decisions to visit the region despite various possible risks. In this study, the authors
explored the association between the destination attractiveness and the behaviour intentions and
the perceived risk of terror among the tourist taking into consideration the mediating effects of the
perceived risk and the risk prevention effort. In addition, it also examines the moderating role of
knowledge of risk-preventive strategies in these relationships.
Methodology/Design/Approach – The research will utilize a quantitative research approach, using
Smart PLS-SEM, in order to realize the objectives of the research. Findings -The findings show
that although destination attractiveness has a positive effect on future travel plans, the greater the
perceived risk the lower the effect. There is a decrease in the level of confidence of the tourists
in their precautionary actions in case of potential terrorist attacks. The conclusions indicate that
there is a need to build a good relationship between locals and the tourists by promoting the
community-based tourism projects to aid trust and toughness in the conflicted zones.
Findings – This research study suggests that tourism authorities can improve visitation and
repeat travel through investing in community-based tourism projects. The destinations should
incorporate the transparent safety measures and enhanced destination services that will create
value and satisfaction to the travellers. These strategies reduce risk perceptions of tourists, as well
as enhance resilience and global image of destinations affected by conflicts.
Originality of the research – The research provides important information to tourism authorities
and service providers in general because it demonstrates how investing in safety measures,
community-based tourism, and destination services are able to lower perceptions of risks and
encourage repeat customers to visit, in spite of the fact that the study is limited only to Kashmir.
Ključne riječi
Destination Attractiveness; Terror Risk; Tourism; Kashmir
Hrčak ID:
349098
URI
Datum izdavanja:
10.7.2026.
Posjeta: 0 *