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Conceptualising the role of marketing strategies of tourism providers in inducing risk‐taking behaviour
Author(s) -
Zaky Ahmed,
Saxena Gunjan,
Jayawardhena Chanaka
Publication year - 2021
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2455
Subject(s) - appeal , tourism , marketing , business , narrative , meaning (existential) , service provider , public relations , psychology , political science , service (business) , linguistics , philosophy , law , psychotherapist
In this paper, we examine the role of marketing strategies of tourism providers in inducing risk‐taking behaviour deriving lessons from theoretical foundations of ‘fear appeal’ and ‘protection‐motivation’ and the stimulus–organism–response framework. We engage with their meaning‐generating identity narratives that play an indispensable role in sustaining and enhancing the market appeal of dark tourism experiences, places and products. Our findings demonstrate how providers use information‐based and emotions‐focused strategies to induce visitors to engage in different degrees of risk‐taking activities.