Mountains, risks, and dreams: How women navigate travel intention and destination choice in adventure tourism?
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on March 18, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
Guided by Risk Perception Theory and S-O-R model, this study explores the relationships between perceived travel risks, travel intention, and destination choice among Asian women with respect to Mountaineering-based adventure tourism (MbAT). It also ...
Guided by Risk Perception Theory and S-O-R model, this study explores the relationships between perceived travel risks, travel intention, and destination choice among Asian women with respect to Mountaineering-based adventure tourism (MbAT). It also ...