ABSTRACT
This chapter describes the light of the social representations Theory, key criteria for risk perception in e-commerce in the tourism sector. Strategies designed to modify the perceptions of subjects more resistant to change their ideas about online purchases, are needed. The reasons subjects gave for not purchasing online are linked to lack of trust and security the belief that Internet is only an information tool and, to a lesser degree, that offers were unsatisfactory or unable to meet personal needs. The questionnaire also investigated to what degree touristic offers on the Web were considered as interesting and, consequently, if surfers purchased them or, at least, had the intention to make an online purchase in the near future. Data was collected using a questionnaire consisting of open and closed questions and the 'Associative Network', a projective tool based on the free associations technique developed by de Rosa.
