No Risk, No Fun?: The Role of Risk in Destination Choice - case South Africa
Author
Marx, Michaela
Term
4. term
Education
Publication year
2012
Submitted on
2012-07-26
Pages
78
Abstract
This thesis investigates how perceived risk shapes destination choice in tourism through a South Africa case among young German travelers. It asks why people plan to visit South Africa despite its reputation for crime and safety concerns. The analysis draws on literature about tourist decision-making, destination image, perceived versus real risk, and risk-reduction strategies. Eight semi-structured qualitative interviews were conducted with purposively selected young Germans interested in visiting South Africa; as an exploratory design, the findings apply only to this sample and are not generalizable. Across the interviews, participants held a more positive image of South Africa than much of the literature suggests: while they recognized possible risks, these were not seen as life-threatening or sufficient to exclude the country from future travel plans, especially when compared with other African destinations. Risk-reduction strategies—above all recommendations and personal accounts from friends and relatives—played a crucial role in shaping decisions and alleviating concerns. Overall, for these respondents, the perceived risks associated with travel to South Africa did not constitute a major barrier because they were considered moderate and manageable through information and precautions.
Specialet undersøger, hvordan oplevet risiko påvirker valg af rejsemål, med Sydafrika som case blandt unge tyske rejsende. Det centrale spørgsmål er, hvorfor mennesker planlægger at besøge Sydafrika på trods af landets ry for kriminalitet og sikkerhedsproblemer. Analysen bygger på litteratur om turisters beslutningsprocesser, destinationsbillede, oplevet versus reel risiko samt strategier til risikoreduktion. Der blev gennemført otte semistrukturerede kvalitative interviews med strategisk udvalgte unge tyskere, der er interesserede i at besøge Sydafrika; som et eksplorativt design gælder resultaterne kun for denne gruppe og kan ikke generaliseres. På tværs af interviewene tegnede der sig et mere positivt billede af Sydafrika end litteraturen ofte angiver: Deltagerne anerkendte mulige risici, men så dem ikke som livstruende eller tilstrækkelige til at udelukke landet fra fremtidige rejseplaner, særligt sammenlignet med andre afrikanske destinationer. Risikoreducerende strategier—især anbefalinger og personlige beretninger fra venner og familie—havde stor betydning for beslutningerne og dæmpede bekymringer. Samlet set udgjorde de oplevede risici ingen væsentlig barriere for disse respondenter, fordi de blev vurderet som moderate og håndterbare gennem information og forholdsregler.
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