Transformation of tourism and hospitality customers’ perception of risk and customers’ needs for control

Although tourism and hospitality have transformed to be much safer activities compared with the past developments in transportation information technologies, they still involve many risks. This review paper explains discusses influence of perception risk on consumer behaviour strategies that can used reduce consumers’ perceptions. As eliminating or reducing consumers' perceptions help businesses attract more customers maintain them, understanding concepts control may enable establish competitive advantage over their competitors. With this background mind, study introduces concept types risks associated activities. The also factors such as personality, personal characteristics which customers' perceptions, how these influences take place various contexts. Then, theory