A netnographic examination of travelers' online discussions of risks

This research explores online discussions of risk by applying a netnographic approach, which in previous tourism studies has been used to probe travelers' online narratives in general, rather than examining a particular dimension. In the present study, blogs about risk and safety issues were analyzed with the intention of scrutinizing risk categories discussed online and exploring the contingency of risk dimension for cities of different risk levels. Helsinki (Finland), Madrid (Spain), and Cape Town (South Africa) were chosen to represent low-, medium-, and high-risk cities, respectively. Findings from our analysis of the TripAdvisor's forum for risk prove the applicability of the taxonomy of risk categories previously identified in offline contexts and that perceived risk dimensions are destination specific. Insight into risk dimensions that tourists discuss online enable destination marketers to take action, eliminate factors that cause risk perception, refine destination marketing communication, and build strong brands.

► We explore online discussions of risk by applying a netnographic approach.
► Aim to scrutinize risks discussed online and risk dimension for cities of different risk levels.
► Blogs about risk and safety issues were analysed.
► Findings prove the applicability of the taxonomy of risk categories.
► Findings show perceived risk dimensions are destination specific.