The purpose of this paper is to clarify the concept of perceived risks, identify the main antecedents and outcomes of health risk perceptions, and propose a conceptual model of health risk perceptions in tourism.
This paper provides a review of the literature on customer risk perceptions, along with their antecedents and outcomes, and proposes a conceptual model of health risk perceptions in tourism.
Key findings reveal that the main factors of health risk perceptions can be broadly classified into cognitive, affective, individual, and contextual components. The proposed conceptual model of health risk perceptions provides a theoretically integrated overview of relationships between all groups of factors, tourists’ risk perceptions, and travel intentions.
The paper contributes to theory by offering a new approach to health risk perceptions in tourism, which remain underexplored in previous studies. The literature review adds to the body of knowledge by introducing four main groups of factors affecting tourists’ health risk perceptions, while the conceptual model proposes relationships between these factors, tourists’ risk perceptions, and travel intentions.