The Factors Affecting Perceived Risk of Consumers in White Water Rafting: With Special Reference to Kitulgala.

Abstract

This study focuses on identifying the factors which can be impact the Perceived Ri white water rafting as an adventure sport All adventure sports contain a risk of life central element of the adventure tourism experience. As literature shows, the pursui often the central motivation of adventure tourists. However, risk is subjective and on hand, the perceptions of tourists in this respect represent vital elements both in the m and in the experiences as a production. In terms of production strategy in Sport M adding the risk value for the production is used as a key strategy. Perceived risk ma relation to different demographic and socioeconomic factors which have scientifically extracted in Sri Lankan context. Therefore this research fills the gap of k in Sport Marketing which can be used for the strategic marketers in the field of Recreation. An inductive approach was taken to accomplish the objectives with the 150 customers randomly selected in Kitulgala adventure place in Sri Lanka. Explorato Analysis method (EFA) was used as an analytical tool to extract the factors of Perce (PR) in white water rafting. Finally, this study found out six factors of the PR in w Copyright © ICSUSL-Sabaragamuwa University of Sri Lanka 2017 21 rafting in Sri Lanka. They are Afraid, Excitement, Unfamiliarity, Isolated, Chall Control were found. The Cronbach's Alpha value of the questions was 0.784 and K to estimate the adequacy of the observations was 0.582. The cumulative variance exp the factors was 70.34%