THE RELATIONSHIP BETWEEN RISK AVOIDANCE AND NOVELTY SEEKING BEHAVIOUR IN DESTINATION DECISION MAKING

The tourism industry makes great contribution to the countries' economies. At the same time, it helps to balance regional income distribution. Tourist spending has multiplier effect on the host country's economy apart from the direct revenues. However, there are significant fluctuations in demand in the tourism sector. This situation can adversely affect destinations which are largely dependent on tourism revenues. One of the important factors affecting demand related to destinations is the risk perceptions of the tourists. The main aim of this study is to determine the effect of risk perception on destination choice behaviour. For this purpose, the study was carried out to understand how potential domestic tourists perceive the risks related to security and respond to them in terms of destination decision making. The survey which was conducted in the form of a structured questionnaire was applied to 163 participants. The result of the study reveals that the different psychographic groups would exhibit differences in novelty seeking behaviour. It was determined that the novelty seeking behaviour in terms of destination choice was low among the potential tourists who would not define themselves as risk-taker or seldom the first person to try anything new, and not happy with having holiday at unfamiliar destination. For those persons, when the risk aversion increases, the novelty seeking behaviour decreases.