The inherent and handled risks in tourism marketing: the role of sustainability as a risk reduction strategy in the international travel
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Abstract
The perceived risk has been studied in marketing since its introduction in 1960, especially about its influence in the consumer behavior. However, the theory of perceived risk still has some gaps, even being the subject of several studies in the area for more than four decades. In the tourism area, the risk is present in consumer decisions, especially due to the characteristics of the activity, as inseparability, intangibility, variability and perishability.
This study presents a contribution in this field, analyzing tourism marketing, a not complete explored area, the perceived risk in international travel and the sustainability as a risk reduction strategy. Since 1990, when sustainability became a key concept for a number of areas, the need for multidisciplinarity has grown. Studies that provide knowledge on the subject have received emphasis, given the importance of research on the construct, especially on the consumer's perspective. The study is descriptive, cross sectional study. The
sample was selected in Brazil, using students of tourism and administration of a Federal University. The results of this study may contribute for an improved understanding of the image provided by the 'green label' in the tourism industry. These data also provide important information that may help defining new incentive policies, contributing to the improvement of offered services and, consequently, the image of the region.
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