The Mediating Effect of Risk Perception on Factors Influencing International Tourists’ Intention to Travel to Malaysia

Abstract

This study explores the mediating role of risk perception in the relationship between past travel experience, sensation-seeking personality, and international tourists’ intention to visit Malaysia. Based on survey data from 384 respondents, results show that past travel experience and sensation-seeking personality significantly influence travel intention but have no effect on risk perception. Unexpectedly, risk perception demonstrates a positive association with travel intention, indicating that higher perceived risk does not necessarily discourage travel. The study contributes to tourism literature by highlighting the complex role of risk in decision-making and recommends improving destination safety, crisis preparedness, service quality, and communication strategies.