TY - JOUR
T1 - Different mirrors
T2 - studying the effect of perceived risks and information-seeking behavior on the perceived cognitive image of Chinese and Russian millennial tourists
AU - Nematpour, Mohammad
AU - Ghaderi, Zahed
AU - Ghaffari, Mohammad
AU - Zare, Hamid
N1 - Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2023/11/24
Y1 - 2023/11/24
N2 - The primary objective of this research is to investigate the impact of perceived risks (PR) on the formation of pre-travel cognitive destination image (CDI) among first-time Chinese and Russian millennial tourists in Iran. It aims to explore both the direct and indirect influence of perceived risks on the cognitive perception of the destination. A quantitative approach was employed, where a survey was conducted to collect data from a sample of 446 respondents who were visiting Iran. The data were analyzed using smart-PLS, a variance-based path modeling technique. The study’s findings indicated that political, technological, health, and socio-cultural risks had a direct impact on the CDI of both Chinese and Russian millennial tourists. Additionally, the research discovered that these risks indirectly influenced CDI through the mediating role of information-seeking behavior (ISB). However, differences emerged between the two groups concerning socio-cultural and economic risks. Specifically, for Chinese millennials, both economic and socio-cultural perceived risks directly and indirectly affected CDI. On the other hand, the hypotheses regarding Russian millennials were rejected, suggesting that economic and socio-cultural perceived risks did not have a significant direct or indirect impact on their CDI. These findings highlight the varying influences of perceived risks on the formation of CDI among Chinese and Russian millennial tourists, emphasizing the importance of considering cultural and economic factors in understanding their cognitive perceptions of a destination. The paper has implications for DMOs to make efforts to find sustainable solutions in designing policies to reduce tourists’ perceived risks and improving the cognitive image of Iran.
AB - The primary objective of this research is to investigate the impact of perceived risks (PR) on the formation of pre-travel cognitive destination image (CDI) among first-time Chinese and Russian millennial tourists in Iran. It aims to explore both the direct and indirect influence of perceived risks on the cognitive perception of the destination. A quantitative approach was employed, where a survey was conducted to collect data from a sample of 446 respondents who were visiting Iran. The data were analyzed using smart-PLS, a variance-based path modeling technique. The study’s findings indicated that political, technological, health, and socio-cultural risks had a direct impact on the CDI of both Chinese and Russian millennial tourists. Additionally, the research discovered that these risks indirectly influenced CDI through the mediating role of information-seeking behavior (ISB). However, differences emerged between the two groups concerning socio-cultural and economic risks. Specifically, for Chinese millennials, both economic and socio-cultural perceived risks directly and indirectly affected CDI. On the other hand, the hypotheses regarding Russian millennials were rejected, suggesting that economic and socio-cultural perceived risks did not have a significant direct or indirect impact on their CDI. These findings highlight the varying influences of perceived risks on the formation of CDI among Chinese and Russian millennial tourists, emphasizing the importance of considering cultural and economic factors in understanding their cognitive perceptions of a destination. The paper has implications for DMOs to make efforts to find sustainable solutions in designing policies to reduce tourists’ perceived risks and improving the cognitive image of Iran.
KW - Iran
KW - Perceived risks
KW - cognitive destination image
KW - information-seeking behavior
KW - millennial tourists
UR - http://www.scopus.com/inward/record.url?scp=85178260897&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85178260897&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/b8b0571f-844a-3964-aa75-f2b11bdae854/
U2 - 10.1080/19407963.2023.2284981
DO - 10.1080/19407963.2023.2284981
M3 - Article
AN - SCOPUS:85178260897
SN - 1940-7963
JO - Journal of Policy Research in Tourism, Leisure and Events
JF - Journal of Policy Research in Tourism, Leisure and Events
ER -