Third International Conference on Tourism & Leisure Studies

Abstract

Peace and security are crucial conditions for economic development of any region or country. In the case of tourism, it becomes even more important for attracting tourists to the destination and to promote sustainable tourism development. This paper analyzes how the perceived risk of terrorism affects the image of the destination and the behavior of the visitor, all in the scenario of European destinations. For this purpose, it first performs a multiple regression analysis with structural equation model (SEM) to establish the causal relationships between terrorism risk, image and behavior. Next, it is analyzed if there are significant differences in the causal relationships due to the moderated effect of the variable destination. The results obtained help the implementation of recommendations marketing strategies in order to reduce the perceived risk in terrorism.