对特定旅游地点的风险感知越高，对该特定目的地的需求就越低。旅游者因旅行社、特定城市、广告等塑造的形象而游览名胜。由于有很多选择，游客不太可能去明显高风险的地区旅游(Freberg, Karen和Michael Palenchar, 2013)。
如果一个特定的目的地有负面的形象，那么游客就会取消访问计划，选择一个更安全的目的地。如今，游客容易受到模棱两可和不稳定因素的影响。到达目的地的距离越远，所涉及的风险就越大，但是除此之外，虽然到达的距离总是与风险相关，但是在今天的场景中，风险越来越明显。新目的地与9月11日危机、巴厘岛爆炸案和非典恐慌带来的明显风险之间存在关联。旅游业应该研究游客害怕去某个特定目的地旅游的原因。这可以通过项目组合分析来实现。在投资组合分析中，风险因素是计算出来的，从而根据风险的历史和个人资产的预期收益来减少分配给资产的投资组合。同样，旅游业务也有不同类型的风险，因此收益也不同。因此，该分析理论也可以应用于旅游业(Elliott and Dominic, 2014)。过去受到风险影响的旅游目的地应该努力用他们的优惠吸引更多的游客。各国游客对冒险的看法不尽相同。
The tourism, event and hospitality industry have been subjected by global risk crisis like the Sep11 attack, bombing in Bali, bird flu, and tsunami. Out of all the industries tourism has suffered a lot due to the critical crisis. The domestic or international flow of tourism has been disturbed due to a series of events, which making tourists search for an alternate destination. Hence, it is essential to mitigate them with the help of the people involved in this industry and by tourist himself being vigilant.
Factors of risk associated with crisis and disaster situations in the tourism, events and hospitality industry
The four main causes of risk in tourism, event and hospitality are terrorism, war, political instability, health concerns, and crime. It is important for the businesses to reduce the vulnerability so that the business continues giving the desired profitability. Tourism industry wants to create an impression of care, safety, and positive insight. Following factors influence the susceptibility of the crisis in the tourism business.
Apparent risk in tourism
Higher the perception of risk at a particular location of tourism lower will be the demand for that particular destination. A tourist visits a place of interest due to its image which is created by the travel agencies, particular city, advertisement etc. Having many options to choose from, tourists are unlikely to travel to the areas apparent to high risk (Freberg, Karen and Michael Palenchar, 2013).
If a particular destination carries an adverse image then the tourists cancel the plan to visit and choose a safer destination. Today a tourist is vulnerable to elements of ambiguity and volatility. More the distance to reach the destination, the higher is the risk involved, but In addition, while the distance to reach is always associated with risk, but in today’s scenario the risks are increasingly more obvious. There is a link between the new destination and apparent risk due to the crisis of September 11, bombing at Bali and SARS scare. The tourism industry should study the reasons that scare a tourist to visit a particular destination. This can be achieved through portfolio analysis. In portfolio analysis, the risk factor is computed and thus reducing the portfolio allocated to assets basis the history of risk and the expected returns on the assets of the individual. Similarly, the tourism business has different types of risks and thus the returns vary. Therefore, this analysis theory can be applied to tourism also (Elliott and Dominic, 2014).The destinations which have been impacted by risk in the past should try to attract the tourists more with their offers. The perceptions of tourists to take risk is various from country to country.