European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.7, No.2, 2015 36 The Effect of Risk Perceptions on Tourists’ Revisit Intentions Savaş Artuğer (Corresponding author) Faculty of Tourism, Muğla Sıtkı Koçman University, 48170 Kötekli / Muğla, Turkey E-mail: artugersavas@yahoo.com Abstract It is evident that the risk element has a significant impact on the intention of tourists to travel as well as on their destination selection criteria. Therefore, the determination of risk perception particularly for a destination will be beneficial for the management of that destination. The objective of this study is to reveal the risk perceptions of foreign tourists visiting Marmaris district of Muğla province which is one of the major tourism centers in Turkey and determine the impact these risks have on their intention to revisit the area. The sampling group of the study consisted of foreign tourists visiting Marmaris district during June and August in 2014. Data was obtained from a total of 387 foreign tourists for the application. The study revealed that the risk perception of tourists in Marmaris was minimal. Furthermore, it was determined that the perceived highest risk involved financial risks while the lowest risk was perceived in terms of socio-psychological dimensions. The study revealed that the risks (socio-psychological risk, time risk, physical risks, financial risks and performance risk) perceived by tourists during their holiday in Marmaris did have an impact on their intentions to visit again. Keywords: Perceived risk, revisit intention, Marmaris district 1. Introduction Tourism and international tourism in particular is very sensitive in terms of security issues. Fragile changes incurring in the world can cause a change in the purchasing behavior of tourists. The security issue has a major influence on the purchasing behavior and decision making processes of tourists. Travelers select destinations which will fulfill their expectations in the best possible way, be more beneficial and which are low risk and low cost. If a tourist does not feel safe at his destination this will generate a negative impression (Seabra, Dolnicar, Abrantes, & Kastenholz, 2013). Due to the nature of some of its unique characteristics (intangibility, variability, inseparability and perishability) tourism is more prone to risk perceptions than other products. In addition to these characteristics the tourism product is threatened by elements such as poor weather conditions, unfriendly attitude of local folk, strikes by airline employees, terror, political unrest, epidemics and natural disasters. All these factors increase the perceived risk level in terms of tourism (Fuchs & Reichel, 2006). Risks regarding tourism are the risks perceived during the purchasing process of tourists in terms of a destination and the travel process. Perceived risk in tourism has been processed by many studies (Reisinger & Mavondo, 2006). Many studies regarding perceived risk in tourism have been carried out particularly during the 1990’s (Yang & Nair, 2014). Some of the studies regarding risks in tourism concern risks perceived in terms of travel while others concern risks perceived at the relevant destinations. Executed studies (Sönmez & Gaefe, 1998a; Sönmez & Graefe, 1998b; Qi, Gibson, & Zhang, 2009; Maritz, Yeh, & Shieh, 2013; Çetinsöz & Ege, 2013; Lee & Chi, 2014; Chew & Jahari, 2014) show that perceived risks have an impact on the purchasing behavior of tourists and their intention to revisit. The objective of this study was to determine the impact of risks perceived by foreign tourists visiting Marmaris which is one of the major tourism destinations in Turkey on their intention to revisit within the framework of the above information. It is believed that the results from the study will contribute to literature as well as marketers and managers of destinations. 2. Literature Review 2.1 Perceived risk in tourism The purchasing decisions of consumers can be affected by many factors. Especially uncertainties and concerns have a major impact on the purchase decisions of consumers. In addition risk perceptions have gained importance recently in the purchasing decisions of consumers (Lacey, Bruwer, & Li, 2009). A high risk perception may cause consumers to postpone their purchasing decisions or completely abandon them (Cunningham, Gerlach, Harper,& Young, 2005). Many researchers carrying out studies on consumer behavior have demonstrated different types of risks. A study by Roselius (1971) demonstrated that consumers perceived four different risks. These risks are Time risk, danger risk, ego risk and money risks (Lacey et al, 2009). Jacoby and Kaplan (1972) demonstrated that perceived risk is determined in five dimensions which are psychological, social, financial, physical and performance risks. Mitchell (1992) determined six types of risk. These are social, financial, physical, performance, time and psychological risks. A study carried out by Stone and Gronhaug (1993) revealed six types of risk. These are financial, performance, physical, psychological, social and time risks (Lin & Chen, 2009).