DOES UNCERTAINTY CHANGE TOURIST CHOICES? THE IMPACT OF FEAR ON GUEST DECISION-MAKING

In a more complex tourism environment, uncertainty greatly affects tourists’ decision-making, especially when choosing accommodations. This study examines how perceived risk and fear of the unknown impact guest behavior within the hotel sector. The research highlights the importance of affordability and convenience in uncertain situations by identifying pragmatic aspects like location and cost as the main considerations when choosing a hotel, based on data from a population that is primarily younger, female, and highly educated. Different tourists have different risk tolerances; some want innovation and adventure, while many favor familiarity and reliability. Booking urgency is driven by social factors, particularly FOMO, which emphasizes the efficacy of urgency-based marketing. This paper seeks to give hoteliers insights on adapting their offerings to meet evolving consumer expectations by examining the psychological and practical aspects of fear in decision-making. Emphasizing strategic methods such as open communication, adaptable booking policies, and trust-building efforts, is key to cultivating guest loyalty and ensuring strength in an unpredictable market. In the end, this study adds to the expanding understanding of consumer behavior in hospitality, with practical benefits for the industry’s future.