Wildfires and tourist behaviors in Florida

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.

► Examined tourist risk perceptions and reactionary behaviors towards wildfires in Florida.
► Three segments identified: Conscious Travelers, Cautious Travelers and Courageous Travelers.
► Segmentations were robust in predicting their evaluation on risk types and reactionary behaviors.
► Findings affirm past studies that highlight the role of risk perception in the destination evaluation process.
► Segmentation strategy is useful for Destination Management Organizations for crisis communication.