Familiarization and Security in Tourist Destinations: Perception of Visitors in Tijuana (México)

Resumo

Any region can be affected by some adverse event or crisis. The evidence of hazards and insecurity has undesired consequences on the image of the territory as a tourist destination. This paper discusses how perceptions of security are influenced by two characteristics linked to the emotional bond: the tourist’s origin and the experience that tourist has had in the destination. A total of 110 questionnaires to domestic and international tourists were collected in the border city. The paper analyses the perception of security in Tijuana (Mexico) through a double approach; assessing risk perception to the trip to Tijuana and measuring the cognitive and affective attributes related to the perception of security of the destination. Regarding foreign source markets, local tourism entities have little capacity to influence policy areas and the media, so a suitable way to improve the perception of security is to work on the aspects related to familiarization with the destination, specifically by facilitating a first visit whenever possible.