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Wildfires and tourist behaviors in Florida

Author

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  • Thapa, Brijesh
  • Cahyanto, Ignatius
  • Holland, Stephen M.
  • Absher, James D.

Abstract

The impacts of wildfires on tourism have largely been examined with emphasis on economic losses and recovery strategies. Given the limited research from a demand perspective, this study examined tourist risk perceptions and reactionary behaviors toward wildfires in Florida. Data (N = 771) was collected among a U.S. sample of non-resident overnight leisure travelers that had visited Florida previously. Three clusters were identified with a larger segment in the middle (Conscious Travelers) of the curve, and higher risk (Cautious Travelers) and lower risk (Courageous Travelers) segments at each end. In addition, the segments formulated a pattern with respect to their perceived levels of risk, threat level of wildfires based on risk types, and travel behavior modifications over specific wildfire situations that could influence future travel behaviors in fire prone destinations. This segmentation strategy is useful for Destination Management Organizations as differential marketing messages could be targeted to each segment during crisis situations.

Suggested Citation

  • Thapa, Brijesh & Cahyanto, Ignatius & Holland, Stephen M. & Absher, James D., 2013. "Wildfires and tourist behaviors in Florida," Tourism Management, Elsevier, vol. 36(C), pages 284-292.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:284-292
    DOI: 10.1016/j.tourman.2012.10.011
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    References listed on IDEAS

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    1. Fuchs, Galia & Reichel, Arie, 2011. "An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination," Tourism Management, Elsevier, vol. 32(2), pages 266-276.
    2. Corene Matyas & Sivaramakrishnan Srinivasan & Ignatius Cahyanto & Brijesh Thapa & Lori Pennington-Gray & Jorge Villegas, 2011. "Risk perception and evacuation decisions of Florida tourists under hurricane threats: a stated preference analysis," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 59(2), pages 871-890, November.
    3. Lepp, Andrew & Gibson, Heather & Lane, Charles, 2011. "Image and perceived risk: A study of Uganda and its official tourism website," Tourism Management, Elsevier, vol. 32(3), pages 675-684.
    4. Gaither, Cassandra Johnson & Poudyal, Neelam C. & Goodrick, Scott & Bowker, J.M. & Malone, Sparkle & Gan, Jianbang, 2011. "Wildland fire risk and social vulnerability in the Southeastern United States: An exploratory spatial data analysis approach," Forest Policy and Economics, Elsevier, vol. 13(1), pages 24-36, January.
    5. Quintal, Vanessa Ann & Lee, Julie Anne & Soutar, Geoffrey N., 2010. "Risk, uncertainty and the theory of planned behavior: A tourism example," Tourism Management, Elsevier, vol. 31(6), pages 797-805.
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    Cited by:

    1. Otrachshenko, Vladimir & Nunes, Luis C., 2022. "Fire takes no vacation: impact of fires on tourism," Environment and Development Economics, Cambridge University Press, vol. 27(1), pages 86-101, February.
    2. Sanja Kovačić & Mihai Ciprian Mărgărint & Ruxandra Ionce & Đurđa Miljković, 2020. "What are the Factors affecting Tourist Behavior based on the Perception of Risk? Romanian and Serbian Tourists’ Perspective in the Aftermath of the recent Floods and Wildfires in Greece," Sustainability, MDPI, vol. 12(16), pages 1-22, August.

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