Shopping risk perceptions: Effects on tourists’ emotions, satisfaction and expressed loyalty intentions

The potential for shopping to develop into a tourism resource depends largely on the quality, attractiveness and safety of the environment involved. Perceived and/or actual risks associated with shopping whilst on vacation are likely to place serious constraints on tourist's shopping behaviour. Being mugged, conned, or subjected to an inconsiderate treatment while shopping can resort tourists to limit their activities at the destination and change their future plans for fear of another incident (i.e., wary about going out after dark). While perceived risk is likely to influence tourist's current and future decisions, it has not been adequately integrated into hospitality and tourism domains. The objective of this research is therefore to examine whether risk perceptions in shopping affect tourists’ emotions, their satisfaction judgement and expressed loyalty intentions. The results of structural equation modelling support strong inverse associations between risk perceptions, emotions, satisfaction judgement and behavioural intentions. Managerial implications of the study are discussed.