The Research Of Xinjiang Tourism Destination Crisis Management-from Consumers’ Perspective

Since the1990s tourist trade development into the world’s largest industry, thus，tourists how consumer products, destination manager explore tourism consumptionform factor is particularly critical. With the depth of Xinjiang tourism marketdevelopment, tourism marketing strategy how to influence consumer behavior andpromote the growth of the tourism market has become the focus of the industry inXinjiang.On the one hand,social and economic development promoted the prosperity oftourism, but on the other hand, emergency incident frequency increases, the degree ofintensified, to restrain the development of tourism to some extent, although thecrisis of Xinjiang tourism destination research breadth and depth of the content are inhuge progress, however, the author found that previous studies often from theperspective of tourism crisis management and management mechanism to define them.This definition, however, the fact is that more convenient based on tourist destination,the government and enterprise management, and for consumers is how to realize thecrisis, tourism destination managers to find a solution to the crisis has failed toprovide the effective strategies and help, from the consumer perspective to understandthe destination crisis for consumer decision-making, which in turn control theinfluence of tourism destination research lack of negative impact. Consumers as thedestination is the most important stakeholders, destination managers how to reversethe crisis of the negative image, control potential tourist destination crisis awarenessand deserves more attention.This research to the Xinjiang tourism consumers perceived value as thebreakthrough point, aimed at to the consumer perspective for further study ofXinjiang tourism destination crisis the influence of consumer decision making. Bydefining the object of study, this paper puts forward to unexpected events of controlor weaken the negative effect in the view of the consumer research, the tourism crisis,such as consumer decision on sorting, related theory and illustrate the impact ofsudden events in Xinjiang tourism market, consumer behavior theory to clarify theactivation of the Xinjiang tourism market idea, build to activate the market model,through expert consultation to change of research model, USES the statistical yearbook of Xinjiang tourism panel data and survey data of questionnaire designvariables, the questionnaire distributed network and field distribution, using SPSS17.0statistical analysis software for data recovery, to verify this hypothesis. On this basis,the social population of consumer attributes (sex, age, income, marital status,education level, etc.) the demonstration analysis on the influence of the relationshipbetween variables; Finally proposed early warning mechanism of Xinjiang tourism,To enhance consumer perceived value, deal with the future of sudden crisiscountermeasures.