Effects of personality trait on perceived risk and travel intention in tourism industry

Although traveling population is rapidly growing, risks are inevitable whenever there are travel activities. For this reason, tourists' perceived risk and the enhancement of travel intention have been highly pursued objectives in tourism. Research on the relations among perceived risk, travel intention, and Revisit Intention is scarce. The research motivation is therefore induced, expecting to provide the research outcomes as the reference for the relative sectors and tourism businesses. This study aims to examine the effects of tourists' personality trait on perceived risk and tourists' perceived risk on travel intention. To verify the research objective, employees in national parks of Taiwan and tourists have been surveyed. The total of 420 copies of the questionnaire were distributed. After removing the invalid and incomplete responses, 274 valid copies were retrieved, representing the response rate of 65%. According to the research outcomes, personality trait demonstrates partially significant correlations with perceived risk, perceived risk further shows partial correlations with travel intention, whereas personality trait demonstrates notable correlations with perceived risk, while perceived risk appears to moderate the effects of personality trait on travel intention. The suggestions offered are expected to benefit the tourism industry.