Identifying Factors Affecting Rural Tourists' Perception of Environmental Risk and Its Impact on Tourist's Travel Behavior

Risk perception could be considered as the first and most effective step for the optimal guidance and success of the risk management process. Today, tourism, as one of the new functions of rural spaces, is associated with many risks and threats for tourists that the perception of these dangers can play a significant role in travel decisions, readiness and their response to these dangers, the present article examines the factors affecting risk perception and its impact on the tourist's decision using the qualitative method of Husserl phenomenology. among the mentioned environmental hazards, the most possible hazards perceived by tourists in terms of human and natural hazards are the risk of road accidents and floods. The studied tourists considered objective to be more effective than subjective factors in perceiving the danger of tourist destinations. After perceiving the danger, two behaviors of avoiding travel by or facing danger have been selected equally.