Ahmad, Siti Yuliandi and Mokhtar, Nuradibah and Abdullah, Nuraini and Zakaria, Nurul Fardini and Hama, Susan (2026) Seeing the risk but taking the trip: understanding travel intention among Malaysian Generation Z travellers. Journal of Community Business and Entrepreneurship (JCBE), 1 (2). pp. 1-20.
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Abstract
This study examines the relationships between information exposure, perceived travel risk and travel intention among Malaysian Generation Z travellers in the context of geopolitical uncertainty. Information Processing Theory explains the proposed relationship between information exposure and risk appraisal, while Risk Perception Theory informs the proposed relationship between perceived travel risk and travel intention. A quantitative cross-sectional online survey obtained 296 responses through purposive sampling, and the data were analysed using structural equation modelling in AMOS. Information exposure was positively associated with perceived travel risk (β = .593, p < .001). However, neither perceived travel risk (β = −.114, p = .129) nor information exposure (β = .021, p = .796) showed a statistically significant direct association with travel intention. The model explained only 1.0% of the variance in travel intention, indicating limited explanatory power for this outcome. These findings do not establish resilience, tolerance for uncertainty or the maintenance of actual travel plans, none of which was measured. Instead, they identify a positive association between information exposure and perceived risk while highlighting the model's limitations in explaining travel intention. For local tourism enterprises and community tourism operators, the study motivates further investigation of credible risk communication and visitor confidence rather than demonstrating the effectiveness of particular communication strategies.
| Item Type: | Article (Journal) |
|---|---|
| Uncontrolled Keywords: | Generation Z, information exposure, perceived travel risk, structural equation modelling, travel intention, geopolitical uncertainty |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Sustainable Tourism and Contemporary Languages |
| Depositing User: | Dr. Siti Yuliandi Ahmad |
| Date Deposited: | 13 Oct 2026 09:20 |
| Last Update: | 13 Oct 2026 09:20 |
| Queue Number: | 2026-10-Q5563 |
| URI: | http://irep.iium.edu.my/id/eprint/131866 |
| Indexed In: | Google Scholar |
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