Tourism at Risk: Failures and Dichotomies of Risk Perception Theory in Tourism

The turn of the century has brought a lot of radical shifts and risks for tourism industry, which ranged from terrorism to lethal virus outbreaks. Henceforth risk perception theory, which was formulated in psychology, was re-appropriated by policy makers and tourism-related scholars. However, from its inception this conceptual corpus was based on the economic-centred paradigm. This piece discusses critically the main limitations of risk perception theory and the rise of a new discipline, post disaster marketing, in view of the caveats and speculative assumption of “the precautionary principle”.