Purpose: The purpose of this paper is to analyse the impact of peacefulness in the tourists’ country of origin in their main decisions and behaviours when travelling internationally. Design/methodology/approach: A sample of 600 international tourists from 49 countries was divided into five groups according to each respondent’s belonging to a country with a specific level of peacefulness, assessed by the Global Peace Index, to test differences in international travel decision and behaviour patterns. Findings: Travel safety is a critical issue to most tourists, while the peacefulness level of travellers’ country of origin is an important key factor for understanding different travel behaviours and safety perceptions held when going on an international trip, namely, regarding involvement, risk and safety/insecurity perceptions. Research limitations/implications: This is one of the few studies investigating the impact of peacefulness in the tourist’s country of origin on travel decisions and behaviours, based on the Global Peace Index. Additionally, this study responds to the call of the Prospect Theory regarding general consumption contexts, and adds to the Experiential Consumer Perspective, here applied to tourism consumption. Practical implications: This study provides guidance to destination and tourism industry managers to attract and segment their market according to tourists’ country of origin, in accordance with its respective level of peacefulness as defined by the Global Peace Index, especially in destinations more affected by terrorism, war, political turmoil, crime and other safety risks. Originality/value: No published study has tested the impact of peacefulness at home on tourists’ international travel behaviours and decisions yet.
- Global Peace Index
- Travel risk perception