INVESTIGATION OF PERCEIVED RISKS IN HOLIDAY PURCHASES FROM WEB-BASED TRAVEL INTERMEDIARIES ACCORDING TO DEMOGRAPHIC CHARACTERISTICS

The primary objective of this research is to identify the risks perceived by tourists when purchasing holidays through web-based travel agencies, as well as the strategies they use to mitigate these risks. The study’s data were collected from domestic tourists residing in Eskişehir who had previously purchased a holiday. A total of 406 valid responses were obtained through face-to-face questionnaires.The findings revealed that the most prominent risk dimensions perceived by tourists are performance risk, security risk, and financial risk. Tourists who purchased holidays from travel agency sales offices, as well as females, single individuals, and those in the 18–25 and 50+ age groups, were found to perceive higher levels of risk compared to others.Based on the results, the study provides recommendations for industry practitioners and suggestions for future research.