Study On The Relationship Of Tourism Crisis To Tourists Purchase Deceision In Border Minority Areas

Nowadays, the tourism industry of China has been experiencing rapid development. In the positive policy support and the promotion of growing tourism demand, the booming development of tourism has been attracting a large number of domestic and foreign tourists and offering a large number of job opportunities which contributes to the economic development and social stability. However, the tourism industry also disturbed by numerous adverse obstacles which inhabit the advancement of tourism. Tourism crisis events as a major threat to the development of the tourism industry has become hot topic which attracts the attention researchers and governors. In terms of terrorist activity which exert profound influence on tourism is one of the most serious one. At the international level, taking American "9.11" terrorist attacks as example, a series of events during and after the war had impacted the global aviation and the tourism industry, directly inhibited the growth of world tourism market. In domestic range, both Tibet "3.14" terrorist activity in 2008 and Xinjiang "7.5" terrorist attack in 2009 had put tremendous impacts on sustainable development of local tourism industry including mainly the image damage, the decline of tourist flows and so on.This paper aims to investigate the relationship between tourism crisis, perceived risk of potential tourists and purchase decision under the circumstance of Xijiang "7.5" terrorist attacks. First, based on the definition of the research objective, the literature review about the tourism crisis and perceived risk is first conducted to learn about the trend of research and the point of breakthrough. Second, the measures of variables are designed, purified and formed through the inquiry towards scholars. The questionnaire is fixed after the previous test. Third, the data collected by Internet sending and road test are analyzed by SPSS 18.0 and AMOS7.0 software later. According to the result of the data analysis, the research model and hypothesis are verified and modified. The following step is to conduct the Mean Compare to figure out whether there are important influences between the socio-demographic traits of potential tourists (sex, age, marriage, education), perceived risk, and purchase willing with the variables. Finally, the research results are launched based on which the management suggestions are raised as well.