The Study On Tourist's Perceived Risk In The Process Of Tourism Destination Choice

From 1960, Bauer drew the perceived risk from psychology into consumer behaviors research, and then this concept quickly induced a series of related research in this field. Perceived risk plays a very important role in understanding consumer behavior , especially in understanding the consumer decision-making under uncertainty, Through reviewing the related literature, this paper found that the study of perceived risk has only focused on the tangible product and on-line shopping, and it was rarely applied in service industry. Due to the intangible attribute, the synchronism of production and consumption of service industry, the consumer will be up against more uncertainty. So the perceived risk will has more deep influence on consumer decision making. That is why this paper chooses tourism industry as the subject of study. This article researches the tourist's perceived risk in the process of tourism destination choice by positive analysis.This paper studies tourist's perceived risk and the strategy of perceived risk reduction form the new angle of perceived risk. It can help the scholar and marketer deeply understand the tourist's consumer psychology and consumer behavior. On the basis of literature review, this paper studies the related field of perceived risk. This paper devises survey item of perceived risk. On the basis of data analysis, this paper finally gets six perceived risk factor. They are individually called the quality risk of tourism destination, transportation risk, social-psychological risk, health-safety risk, opportunity cost risk and financial risk. This paper defines the six perceived risk dimensions, When the consumer feels the perceived risk, they will fall into anxiety and tension, and they will do their utmost to reduce the perceived risk. So the consumer decision-making is the process of reducing perceived risk.. This paper devises the item of perceived risk reduction, and it presents dimensions of perceived risk reduction by maximum variance rotation and factor analysis. The six dimensions are advisory experience, information search, the choice of guaranteed tourism destination and guaranteed travel style. This paper analyze the relations between perceived risk and perceived risk reduction by Pearson correlation analysis, and finds that the tourists adopt different strategy under different perceived risk.On the basis of theory research, this paper brings forward marketing advice of tourism destination. The tourism destination can build up marketing system from the image construction of tourism destination, image communication of tourism destination and structure industrialization system of travel...