Understanding when risk matters: a meta-analysis of the risk perception-travel intention relationship

Travel and risk are inextricably linked, yet the impact of perceived risk on travel intention remains inconclusive. This meta-analysis of 66,409 observations from 140 studies confirms a significant negative risk-travel intention association. We further examine seven potential moderators based on variable conceptualization and study context. Results indicate that conceptualization-related factors influence correlation coefficients' magnitudes, whereas contextual factors have relatively limited impacts. This meta-analysis contributes to robust definitions of variables and a rich understanding of the risk and travel intention relationship. The findings also provide practical guidance for tourism marketers to design more targeted and effective risk communication.