Risk Communication in Nature-based Tourism

Abstract

Nature-based tourism is experiencing a rapid growth in Norway accompanied by the change of tourists’ interests from being passive spectators to active experiences. All this gives some new challenges to the Norwegian tourism business, risk communication being one of them. Providing good and accurate information to tourists so that they can get enjoyable experiences and come back safely is the responsibility of tourism business. Based on qualitative interviews this study identifies the main factors that have impact on successful risk communication process, as well as explores the strategic approach to risk communication to be implemented in the nature-based tourism. Though risk information and communication about safe and good experiences are available at destination companies’ web-sites, this information is not always followed by the visitors so new forms of risk communication are under development. Conclusion is drawn to the necessity of integrating safety aspects and risk communication into the strategy of the whole tourism business for the business to be really sustainable and create high-quality experiences.