Lines in the sand: the perceived risks of traveling to a destination and its influence on tourist information seeking behavior

Purpose This study is aims to identify and categorize the perceived risks of Chinese tourists (from mainland China) traveling to Tehran. In addition, this study investigates the relationship between these risks tourists’ information seeking behavior. Design/methodology/approach This study investigates the relationship between these risks tourists’ information seeking behavior. The research also tries to model the relationship between the explored perceived risks and tourists’ information-seeking behavior. To collect data, a researcher-developed questionnaire containing 24 questions was designed based on a literature review. Before collecting the data, the validity and reliability of the questionnaire were reviewed and confirmed. To do study procedure, one essential question and two hypotheses, including exploratory factor analysis, stepwise regression and independent samples T -test, are used. Findings The results showed that Chinese tourists perceived health, physical, political, cultural, social and economic risks before their trip (with political risk being the most prominent). Also, the results indicate that the tourists have used different ways to collect information about Iran in general and Tehran in particular. Those travelers who perceived a higher risk were more likely to use the information sources that provide them with detailed and accurate information before traveling to Tehran. Research limitations/implications This study provides valuable insights for destination managers and tourism marketers to attract Chinese tourists by considering their perceived risks and information-seeking behavior. It should be noted that this study is not without its own limitations. These limitations include (but are not limited to) the timeframe in which the data was collected (prior to the outbreak of COVID-19) and the destination (Tehran, Iran). Therefore, it is advised that future researchers study the perceived risks and information sources in other parts of the world. Originality/value The concept of perceived risk was used in Chinese tourists’ behavioral seeking to predict their future behavior following their perceptions. Thus, the findings of this study will be necessary to local governments and other destination organizations when building successful strategies.