CLUSTER ANALYSIS OF RISK PERCEPTION TO IMPLEMENT TOURIST HEALTH SAFETY IN VIETNAM
Perceived risk refers to tourists' objective assessment of the negative consequences associated with travel. The COVID-19 pandemic has significantly impacted all areas of human activity, influencing personal behavior and organizational practices. In post-COVID-19, travellers' perceptions...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2024-10-01
|
| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56410-1324.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Perceived risk refers to tourists' objective assessment of the negative consequences associated with travel. The
COVID-19 pandemic has significantly impacted all areas of human activity, influencing personal behavior and organizational
practices. In post-COVID-19, travellers' perceptions of disease risk and behaviour have evolved. This study aimed to evaluate
tourists' risk perceptions while travelling, categorizing them into distinct groups to identify differences among them. The
research uses a mixed-method approach with validated surveys to measure travelers' risk perceptions via Likert scales. Data
was collected from representative samples at destinations. K-means clustering identifies distinct segments, with the optimal
number of clusters determined using the Elbow Method. Using cluster analysis, tourists were divided into three groups:
Cluster 1 (32.18%), Cluster 2 (16.56%), and Cluster 3 (51.26%). The perceived risks were ranked in descending order as
safety and hygiene risks, health risks, time risks, and emergency response support concerns. The analysis highlights that
tourists prioritize safety, hygiene, health risks, and time risks when considering future travel, emphasizing the need for improved
safety measures and effective tourism marketing strategies to restore traveler confidence. This study offers original insights
through cluster analysis, showcasing the diverse risk perceptions among different social clusters and customer segmentation.
|
|---|---|
| ISSN: | 2065-0817 2065-1198 |