#5293. Risk perception before travelling: solutions for consumers with vulnerabilities

August 2026publication date
Proposal available till 12-05-2025
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Marketing;
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Abstract:
Purpose: The purpose of this paper is to contribute to the understanding of the tourism service experience of consumers with vulnerabilities. Moreover, this research analyses the pre-core service encounter in the tourism services sector, which is one of the most important phases in the service experience. The objective is to understand how vulnerability might influence risk perceptions when people travel. To this end, this study focusses on individuals with coeliac disease (CD) and non-coeliac gluten sensitivity (NCGS) as a specific group to test the hypotheses. For the millions of individuals with CD or NCGS, food is one of the most critical elements of a trip and the reason for vulnerability perception. The research also proposes measures suggested by survey respondents to improve the information search process of vulnerable travellers before a trip. Design/methodology/approach: A mixed-method was used based on a survey of 813 responses from people diagnosed with CD and NCGS. The individuals were placed in three groups according to their perception of how strongly their disease impacts their trips: low impact, medium impact and high impact.
Keywords:
Coeliac disease; Information search process; Information sources; Non-coeliac gluten sensitivity; Perceived vulnerability; Pre-core service encounter; Tourist; Travel risk perception

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