Regulatory Focus and Risk Factors in Travel Planning

  • Mike Musante Springfield College
  • David Bojanic University of Texas - San Antonio
Keywords: Travel risk factors, Regulatory focus, Leisure travel


The leisure travel industry continues to thrive as consumer expenditures on travel have steadily increased.  While travel has always carried with it some level of inherit risk, ever-increasing news of safety threats in tourism areas has been a troubling reality.  This study sought to examine the importance of risk-related factors in leisure travel planning.  A main objective of the study was to explore the role that an individual’s regulatory focus or gender may play in how one assesses various types of travel risk.   Study participants, segmented based on regulatory focus and gender, evaluated a series of prospective travel risks. The results indicate that there is a relationship between an individual’s regulatory focus and attitude towards travel risk factors.  Gender differences were also observed in the results.  

Author Biographies

Mike Musante, Springfield College
Mike Musante is a Professor of Marketing at Springfield College. He received his MBA and PhD from the University of Massachusetts at Amherst.  
David Bojanic, University of Texas - San Antonio
David Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio.  He received his DBA from the University of Kentucky.
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