Risky yet enticing: the need for uniqueness and destination personality stimulates tourists to visit a risky place

This research aims to create a novel model for exploring the factors that motivate individuals to visit a risky yet alluring place. Employing uniqueness and stimulus organism response (SOR) theories, this study investigates the concomitant impact of consumers' need for uniqueness (CNFU) and destination personality on memorable tourism experience (MTE), thereby impacting tourist behaviors. The data were collected from three attractive tourist sites in Kashmir. The study findings reveal that CNFU and destination personality are crucial factors affecting tourist recommendation intentions and approach reactions via MTE at a risky destination. Considering the study findings, theoretical and practical implications are discussed.