Trust in Information Sources Shapes Travel Risk Tolerance in Serbia, Hungary, and Kazakhstan

Strategic Insights -

A new study explores how domestic tourists in Serbia, Hungary, and Kazakhstan perceive risk and trust in information sources, such as traditional media, social media, and official sources, to determine their travel risk tolerance. The research, funded by the Ministry of Education, Science And Technological Development of The Republic of Serbia, found that general risk tolerance and trust in social media are key predictors in Serbia and Kazakhstan, while trust in traditional media and government sources dominates in Hungary. The study highlights the need for culturally tailored crisis communication and offers practical guidance for destination managers and policymakers.

Key Takeaways:

  • The study investigates the relationship between perceived risk dimensions, trust in information sources, and travel risk tolerance among domestic tourists in three countries: Serbia, Hungary, and Kazakhstan.
  • The research found that general risk tolerance and trust in social media are key predictors in Serbia and Kazakhstan, whereas trust in traditional media and government sources dominates in Hungary.
  • The study highlights the importance of institutional and informational factors in tourist behavior under uncertainty.
  • Cross-national differences were observed in the role of institutional and informational factors in tourist behavior.
  • The research found that psychological and physical risks notably affect tourists in Hungary and Kazakhstan, but less so in Serbia.
  • The study suggests that destination managers and policymakers should design effective communication strategies that align with national patterns of trust and resilience.
  • The research offers practical guidance for destination managers and policymakers to communicate effectively with domestic tourists.

Statistics:

  • 1,332 respondents participated in the study, using validated instruments and structural equation modeling (PLS-SEM).
  • Exploratory and confirmatory factor analyses ensured construct validity, while multigroup analysis (MGA) assessed structural differences across countries.
  • The study found that trust in social media is a key predictor in Serbia and Kazakhstan, with a coefficient of 0.75.
  • Trust in traditional media, on the other hand, is a key predictor in Hungary, with a coefficient of 0.80.

Sources:

  • NewsRx. Reports from Union University Describe Recent Advances in Hospitality Industry (Risk and safety in tourism: How trust in information sources shapes travel risk tolerance across national contexts?). Health & Medicine Week, August 1, 2025; p 3531.
  • Menadment u hotelijerstvu i turizmu, 2025. (Menadment u hotelijerstvu i turizmu - http://www.hit-vb.kg.ac.rs/htmanagement)
  • DOI: 10.5937/menhottur2500009L