Assessing the relationship of perceived risks with destination image and destination loyalty: a tourist's perspective visiting volatile destinations

Abstract

Purpose

This research analyses the simultaneous relationship between perceived risks, destination image and destination loyalty as well as the mediating role of two components of destination image (cognitive and affective) in the relationship between perceived risks and destination loyalty.

Design/methodology/approach

The current study used a convenience sampling method for collecting data from 413 respondents using a self-administered questionnaire. Furthermore, the two-step approach for structural equation modelling (SEM) was used to assess the model's psychometric properties and test the proposed structural model.

Findings

The results revealed that only socio-psychological and political risks negatively affected destination loyalty. In contrast, performance risk, physical risk and financial risk did not show a significant direct effect on tourists' destination loyalty. Each type of perceived risk significantly contributed to cognitive and affective image formation. However, the financial risk did not significantly affect the affective image. Moreover, the affective component of the image was found to have a higher impact on establishing destination loyalty than the cognitive component of the image. Finally, cognitive and affective facets of the image were found to act as significant mediators between perceived risks and destination loyalty.

Practical implications

The study provides a better understanding of how perceived risks and destination image, if properly managed, exert a better influence on destination loyalty. Moreover, the affective dimension of destination image must be actively used to position Kashmir in the domestic tourism market and connect with individuals, especially those who have negative feelings regarding risky destinations.

Originality/value

This is likely to be the first study to investigate the relationships between various dimensions of perceived risk, destination image and destination loyalty in the context of a volatile destination, i.e. Kashmir Valley (India). Furthermore, the role of two facets of destination image (cognitive and affective) in mediating the relationship between perceived risks and destination loyalty extends and contributes to the theoretical foundation for the destination perception concept.

Citation

Najar, A.H. and Rather, A.H. (2023), "Assessing the relationship of perceived risks with destination image and destination loyalty: a tourist's perspective visiting volatile destinations", Journal of Hospitality and Tourism Insights, Vol. 6 No. 3, pp. 1357-1379. https://doi.org/10.1108/JHTI-03-2022-0100