The effects of thematic tour groups and wanderlust on travel risk perceptions

Abstract

Providing consumers with safe travel and tourism offerings is of the utmost importance to marketers of travel/vacation destinations. Thus, understanding and finding new ways to entice consumers to take the plunge and book a trip is essential, especially for marketers looking to attract consumers with unique interests. This research examines an intersection between two travel and tourism offerings: packaged tours and special interest tourism. Specifically, this research looks at the effect of thematic tour group offerings on consumers’ travel intentions. It explores whether giving consumers the option of a thematic tour group might lower risk perceptions, enticing them to travel. This research also proposes that thematic tour groups reduce risk perceptions by stimulating an individual’s wanderlust.