Using neural networks to understand service risk in the holiday product

Article Abstract:

There is a dearth of research on consumers' increasing interest in tourism and holidays and the significance they attach to holidays emotionally, financially, physically, mentally and in terms of time. A study therefore attempted to illustrate why and how perceived risk theory can be used to understand consumer behavior in terms of complicated service offerings, in this case, international package holidays. The analysis also underscored the practical marketing management actions that can result from such research.

Vacations & Holidays, Psychological aspects, Consumer preferences, Holidays, Package tours

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Consumption emotion and perceived risk: a macro-analytic approach

Article Abstract:

An analysis of the emotional aspects of consumer behavior reveals that emotions account for more than half of the variance in perceived risk. A survey of 4,380 respondents on 146 products and services reveals that there is a strong and positive relationship between negative emotions and perceived risk. Implications dictate that marketing thrusts should focus on attempting to alleviate consumer perceptions of risk about a product or service.

Risk assessment, Surveys, Consumption (Economics), Economic surveys

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