Purpose Travel to tropical destinations offers valued culinary experiences but also exposes tourists to health risks such as Ciguatera Fish Poisoning (CFP). This study aims to examine how threat and countermeasure awareness shape US travelers’ food choices. Design/methodology/approach Using protection motivation theory (PMT), a cross-sectional Pollfish survey (May–June 2024) collected data from 600 US adults planning travel to the Caribbean, assessing knowledge of CFP symptoms, transmission and prevention. Findings Most respondents held inaccurate knowledge, including the belief that cooking removes CFP toxins. Countermeasure awareness exerted a stronger influence than threat awareness on threat and coping appraisals, with misconceptions associated with lower protection motivation and riskier fish consumption. Practical implications The findings emphasize the need for clear, culturally sensitive risk communication in hospitality settings to correct misconceptions about CFP prevention and support safer seafood choices. Originality/value This study advances PMT by conceptualizing threat awareness and countermeasure awareness as distinct predictors of protective behavior, extending research on foodborne illness and climate-related health risks in hospitality settings.
Basurto-Cedeno et al. (Wed,) studied this question.