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Tourist–Host Identity Risk: Scale Development and Consequences

Fong, Lawrence Hoc Nang; Zhang, Carol Xiaoyue; Wang, Ziyou


Lawrence Hoc Nang Fong

Ziyou Wang


Risk perception has been an important construct in understanding tourists’ trip planning. Surprisingly, while tourists’ perceived tourist–host identity risk (THIR) plays an essential role in this process, its effects have been overlooked. Against this backdrop, this study
develops a THIR scale and investigates how it shapes the intention of mainland Chinese tourists to revisit Hong Kong, and also investigates the spread of positive word-of-mouth (WoM) by conducting multiple online surveys with mainlanders. The results show that THIR is a uni-dimensional construct which is robustly measured by 12 items. It undermines revisit intention and the spread of positive WoM because of lower emotional solidarity followed by anticipation of unpleasant experience. This negative serial mediation is weaker for people who have a strong Chinese identity and perceive high THIR of an alternative destination (Macao). Meaningful implications are provided for destination marketers.


Fong, L. H. N., Zhang, C. X., & Wang, Z. (2022). Tourist–Host Identity Risk: Scale Development and Consequences. Journal of Travel Research,

Journal Article Type Article
Acceptance Date Sep 2, 2022
Online Publication Date Oct 15, 2022
Publication Date Oct 15, 2022
Deposit Date Sep 20, 2022
Publicly Available Date Oct 15, 2022
Journal Journal of Travel Research
Print ISSN 0047-2875
Electronic ISSN 1552-6763
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Keywords Tourism, Leisure and Hospitality Management; Transportation; Geography, Planning and Development
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