Segmenting beach visitors by protective behaviour: cognitive, affective and motivational antecedents of tourist safety

Visitor safety remains under-theorised in beach tourism. Using an on-site survey of Gold Coast beach visitors (N = 430), this study examines cognitive, affective, motivational and background antecedents of protective behaviour. Visitors displayed comparative optimism, but neither direct nor indirect optimism predicted behaviour or segment membership. Habitual protective behaviour was the only strong predictor of current action. Latent class analysis identified low, selective and comprehensive protectors, with selective protectors favouring familiar precautions while neglecting official information and hazard-specific actions. The findings distinguish vulnerability judgement from enacted protection and highlight routines and segment-specific gaps as stronger intervention targets than optimism alone.