Impact of Perceived Risk on Tourist Satisfaction and Future Travel Intentions: A Mediation–Moderation Analysis

This research study is conducted in the Kashmir Valley, which is rated heavenly for its natural beauty. However, it is also perceived as risky by the outsiders since 1989. Earlier, it was a very popular destination for tourists and for shooting of films. Kashmir still gets good number of tourists, but the puzzle of impact of perceived risks on their behaviour still remains blurred. This research study is an attempt to understand the behaviour of...