Travel Risk Perception in a Health Crisis Caused by the Covid-19 Virus: The Case of Serbia

According to the duration of health crisis caused by COVID-19 virus, this study examines Serbian tourists’ perception risk (travel risk, destination and psychological financial risk) in two different periods crisis. The collection primary data was performed using questionnaire technique, research conducted during May 2020 (363 respondents) January 2021 (360 respondents). findings revealed that is higher first period compared second observed period, except for (higher crisis). After observing both examined control variables (gender, age, monthly income, level education, travel intention, period), linear hierarchical regressions indicate significantly influenced education while intention. results cluster analysis identified three characteristic clusters ("carefree", "relaxed", "concerned") a change composition are discussed, implications stated, directions further suggested. Implications Central European audience: study's contribute toward understanding infection, which can help marketing managers form strategies reduce perception, crucial recovery national global tourism industry. Also, have significant organizers tourist destinations since will depend on their ability develop attract segments tourists post-crisis period.