Investigation On Consumer Demand For Tourism Accident Insurance

In recent years, the rapid development of China’s tourism industry has become China’s new economic growth point. But travel safe problems occur frequently, widespread concern in the community. "Opinions on Promoting the Reform and Development of Tourism" in 2014 by the State Council promulgated also guarantee security as a key tourist travel work. Travel accident insurance as a guarantee of travel safety specialist insurance products has also been attention by many major insurance companies. At present, China’s travel accident insurance products designed single, limited coverage, and traditional marketing channels are also based on travel agency affiliate.But in recent years with the development of Internet technology, the Internet sales of insurance products is in line with consumer spending habits, and gradually to meet the insurance needs of consumers. But generally speaking, many consumers do not understand the travel accident insurance combined with their lack of risk awareness, so that they lack of willingness to buy travel accident insurance.In this case, based on two backgrounds I made a research about consumer demand for travel accident insurance. Firstly, " State Council on accelerating the development of modern insurance services " promulgated by State council in 2014, which greatly promote the healthy development of the insurance industry, but also makes travel accident insurance be taken seriously;Secondly,the rapid Internet technology makes the rapid development of Internet insurance. People’s buying habits also will be a great change, which is good to sale of travel accident insurance and laid a broad-based dissemination. In this paper, consumers in Beijing as the main object of study, the main factors of consumer demand for travel accident insurance explore the impact of using the questionnaire of the way through the network research, field questionnaires and other ways to conduct market research and obtain data, and use the data collected to make an empirical analysis.The results showed that the main factors affecting consumer purchase travel accident insurance needs are age, education, understanding of travel accident insurance situation, guarantees as well as support functions, and put forward my comments and suggestions accordingto product design, coverage, sales channel and insurance propaganda to improve the demand for consumers to buy travel accident insurance.