Exploring travelers’ risk perceptions, reasons to travel and intentions to travel in the coming 3 years

Abstract

During the 21st century, the tourism industry has faced numerous crises, including a pandemic, global financial crisis, natural disasters as well as geopolitical conflicts such as the Russian invasion of Ukraine. Despite these challenges, tourism remains resilient, but there are still uncertainties about the future of travel. Understanding travelers' behavior is crucial for companies to adapt and thrive into changing circumstances. The thesis aims to investigate the Finnish traveler’s intentions and preferences to travel in the coming 3 years and identify any differences between low and high travel frequency travelers in Finland. The study is based on literature on travel behavior and theory of reasoned action and planned behavior. The data presented in this thesis was collected with a questionnaire (n=100) in February 2024 and the analysis was done with the help of using descriptive statistics and non-parametrical statistical tests. The respondent in this study shows a low concern about Covid-19. Nevertheless, some travelers prioritize safety and hygiene, preferring destinations with proper health facilities and avoiding Covid-affected areas. While the concern for terrorism remain low, worries about global crises like wars seem to have increased. Global events like the war in Ukraine have led to increased prices globally, affecting, for example, airline travel costs. The respondents indicating a perception of travel as expensive and that they have limited resources for it, are aligning with preferences for domestic or nearby travel during economically difficult times as observed in previous studies. Sustainable tourism practices are increasingly valued, alongside a desire for diverse travel experiences driven by personal interests and family considerations. Overall, these findings underscore the complex interplay of factors shaping Finnish travelers’ intentions and preferences, emphasizing the importance of affordability, safety, and environmental consciousness in future travel planning.