The relationship between tourist concerns and perceived travel risks and their influence on purchase decisions and destination choices: A generational perspective

This study aims to examine the effects of tourist concerns and perceived travel risks on tourists\\\' purchasing decisions and local destination choices across different generational groups. Within the scope of the research, a survey was conducted with 390 participants from various age groups, and the obtained data were analyzed. Regression analyses revealed that tourism participation concern structures have significant and positive effects on purchasing decisions and domestic destination selection. Similarly, perceived travel risks were found to have significant contributions to purchasing decisions and destination preferences. While no significant differences were found in tourism participation concerns and travel risk perceptions based on gender, significant differences were observed in both variables according to education level. Individuals with postgraduate education were found to have lower tourism participation anxiety but higher travel risk perception. While income level had a significant effect on tourism participation anxiety, the generation factor played a decisive role in travel risk perception and tourism participation concerns. Generation Z was found to have lower risk perception and participation anxiety compared to other generations. The research findings provide important data for determining target audience strategies in the tourism sector.