Domestic tourists risk perception and visit intention to rural tourism destinations in Davao City

Abstract

This study surveyed the relationship between domestic tourists' perceptions of risks and their intentions to visit rural tourism destinations. A survey of 300 participants with randomly selected respondents was conducted to find out the level of risk perception and the level of visit intention to rural tourism destinations among domestic tourists. The survey findings reveal concerns about perception of risk, knowledge of pneumonia, knowledge of tourism, cost risk, attitude of risk aversion, equipment risk, psychological risk, physical risk, social risk, and performance risk. Understanding these perceptions can inform destination management strategies to mitigate perceived risks and promote rural tourism development. This research contributes valuable insights to destination tourism stakeholders in Davao City. With a nuanced understanding of tourists' perceptions and motivations, stakeholders can devise targeted interventions to enhance destination attractiveness, alleviate perceived risks and foster sustainable rural tourism development. This research aimed to determine the perception of tourist risk and visit intention for rural tourism destinations among domestic tourists in Davao City. This research is important not only to the tourism destinations but also to the tourists in Davao City. The findings underscore the significance of risk perception in shaping tourists' behavior and preferences, highlighting the need for destination managers to address perceived risks effectively. Strategies for mitigating risks and enhancing perceived safety and security in rural tourism destinations are discussed, along with implications for destination marketing and promotion efforts. The method used for the surveys was the descriptive-quantitative method. This study randomly assigned respondents who were willing to answer the surveys prepared. Drawing conclusions and recommendations was thoroughly based on the findings of the researchers.