The moderator effect of risk on travel decision making

An interpretative analysis of 48 long interviews carried out in the Southeastern part of Portugal was performed, with the central aim of understanding how individuals perceive and verbalise risks related to tourism and how these risks influence the Travel Decision Making (TDM). It is concluded that although risks are to some extent unknown to decision makers, they may influence tourist choices, expressed by delaying, postponing or avoidance behaviours. Decisions are, however, context dependent and unique, deriving from individuals' life own settings and backgrounds; thus, motivations, existence of travel companion, family support and reduced costs of participation may invert the negative impact of risks and facilitate the decision.