Risky Travel? Subjective vs. Objective Perceived Risks in Travel Behaviour—Influence of Hydro-Meteorological Hazards in South-Eastern Europe on Serbian Tourists

In terms of climate related security risks, the region of South-Eastern Europe (SEE) can be identified as one of the world’s hot spots. As weather-related hazards continue to increase in numbers and spatial distribution, risk perception in the tourism industry becomes even more important. Additionally, people’s perception of natural hazards is one of the key elements in their decision-making process when choosing a travel destination. Although a vast number of studies have examined aspects of risk perception, an integrated approach which considers both objective and subjective factors related to the tourism industry and hydro-meteorological hazards remains relatively scarce. This pioneering study inspects the causality between objective perceived risks, as well as subjective risk factors. A methodological approach and the obtained results present a certain novelty since the previous conceptualized Psychological Preparedness for Disaster Threat Scale (PPDTS) was applied for the first time in the tourism industry. The obtained results reveal the presence of a statistically significant relationship between objective risks and certain subjective risk factors (gender, age, education, prior experience, anticipation, and awareness). Therefore, this study may offer a conceptual platform for both theoretical and practical implications for enhanced approaches oriented toward more qualitative risk management at a given travel destination, in regions prone to hydro-meteorological hazards.