City Tourism Destination Brand Marketing Based On Tourists Perceived Risk

Since the perceived risk is introduced from psychology into the consumer behavior research, form an upsurge to study. A series of related research on Marketing put the perceived risk as examining variables. Perceived risk has played an important role to understand the tourists behavior, especially tourists decision under uncertainty. Through literature review, the author found that studies of tourist destination brand marketing, mainly concentrated in the theory combing, marketing system building, brand planning and marketing strategy, etc. Studies from the perspective of tourists is focused on satisfaction of tourists, there are few articles discuss destination brand marketing from the perspective of perceived risk. While the most study of perceived risk is focused on purchasing a tangible product, very few research is combined with tourism. Due to intangible nature, production and consumption of synchronicity, tourists will face greater uncertainty in the travel service selection, the impact of perceived risk is more obvious. So this article research on tourism destination brand marketing from the perspective of perceived risk, something detailed about the risk tourists perceived choosing the city destination, the strategy to reduce the perceived and some countermeasures for urban tourism destination marketing. This paper take the perceived risk as a starting point to study risk perception and strategies to reduce the risk of travel in the choice of city destination. It has important theoretical and realistic significance to reveal the tourist consumption psychology and understand the tourists purchase behavior, also can make the city tourism destination brand marketing more targeted.First, through the analysis of the formation mechanism of tourism destination marketing, get the destination marketing model. Tourists will affect all aspects of marketing, and the influence of tourists perceived risk effect is stronger in the brand formation stage. Secondly analyze the relationship between tourists perceived risk and the city tourism brand. Through the analysis of tourism perceived risk impact on the decision making process, and then summarize the guiding sense which perceived risk to the destination brand marketing and perception process. thirdly, get five perceived risk factors on the basis of data analysis, through measure the Qingdao tourism brand and perceived risk by designing the questionnaire, were named as: destination quality risk, transportation risk, social- psychological risks, physical- security risks and financial risks. Through designing measuring project to reduce perceived risk, We will get 4 dimensions about strategies to reduce the risk of travel: experience consulting, information search, select and secure tourist destination and choose a guaranteed way to travel. Finally, summarize the advantages and disadvantages of Tourism in Qingdao, and then use the perceived risk to build city tourism destination brand marketing model.