Investigating tourists' risk information processing

During the last two decades, inbound tourism has rapidly increased in Japan. The country is prone to several natural hazards which create risk for tourists. Previous studies highlight a low level of disaster preparedness among tourists suggesting the need for developing effective disaster-specific communication strategies. Informed by psychology, consumer behavior, and decision-making theories, we test the Risk Information Seeking and Processing (RISP) Model on international tourists in Japan. This study finds differences in risk information seeking and processing across the inbound tourists from mainland China and United States. Results highlight the need for tailor-made risk communication strategies taking in consideration cross-country behavioral differences of international travelers. Limitations and opportunities for further research are also provided.