Tourisk
TOURisk: Risk Communication in the Context of Philippine Tourism
ABSTRACT
There is a growing need for risk communication and risk management in the tourism industry especially in a country where natural hazards often occur and terrorism and political instability are present. Hence, this study explores risk communication in the context of Philippine tourism. Using focus interviews as the primary research method, data on risk management and risk communication strategies were obtained from tourism stakeholders such as the Department of Tourism, local government units, local Disaster Risk Reduction and Management Councils, travel agencies, and hotels. Moreover, this study delved into tourists’ risk perception, behavior, and attitude. A total of 17 tourists from three tourist destinations were interviewed for this study.
Findings of the study reveal that inadequate risk management and risk communication efforts were employed by the tourism stakeholders despite their claim that they are credible sources of risk information and are confident with the believability of the risk information that they provide. The study also shows that tourists’ risk perception do not affect their travel decision and perceived image of a travel destination. Furthermore, tourists obtain information on travel risks from interpersonal and media channels. This study can be used by tourism stakeholders in order for them to understand the current state of risk communication in the field of tourism.
Dalumpines, A.C.F. & Malana, C.M.B. (2011). TOURisk: Risk Communication in the Context of Philippine Tourism, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.
Key words: Risk Communication, Tourism, Risk Management