Palherino sits right above the main docks where ships brought Africans into the country for slavery. The area was given the name Palherino because it was the place where African people were punished. When you walk into Palherino you are greeted by four large Catholic churches that rope off a section of Palherino where a main stage is usually built for free concerts. During the festivities, barbeque pits with seasoned chicken grilling are set up everywhere. And families sell fruit, foods, drinks and beer, all the while dancing to Rhumba or Merengue. Walking through Palherino you will see women of all sizes, shades and colors dressed in big, elaborate head wraps with full white skirts or dresses. This is the traditional Brazilian dress for black women, most of whom earn their living by assisting tourists to restaurants or around Palherino.
In an era of increasing worldwide violence against tourists, safety, security, and risk abatement are becoming principal components in travelers' decision-making processes. This work examines the issue of perceived risk and safety and what impact these perceptions have on shopping behavior. The research takes place in Jamaica, a country with a reputation for aggressive vendors. Findings indicate that those visitors who traveled with others spent more time shopping and purchased more. Additionally, it was found that first time visitors express higher levels of discomfort with their surroundings than did repeat visitors, thus inhibiting purchase behavior. Finally, it was found that levels of perceived risk and security did have an impact on a traveler's intention to return to Jamaica.
