Empirical Research On The Impact Of Negative Events Of Tourist Destination On The Tourists’ Behavior Intention

Tourism consumption has become an important part of people’s living consumption, more and more people choose to travel to relax and get pleasure. However, on the one hand, the demand of our country’s tourism market is increasing, on the other hand, the capacity of tourism resources is limited and the overall service level is low, which makes the tourist trade exposed many problems. For Example, excessive tourist reception led to the problem of environmental pollution; interest distribution led to the villagers to make trouble activist; excessive commercialization caused cultural characteristics "distortion"; the prevailing trend of passenger deception led to the prevalence of tourist trust crisis and so on. At the same time, with the rise of the new network media (forum post bar, Facebook, Weibo, WeChat, etc.), these negative events will be spread faster and more extensive, and the impact will be greater. Obviously, the tourism industry is facing opportunities, but also suffering major challenges. How to deal with the negative impact of the negative events is very important to the tourism managers. Since the occurrence of negative events can not be avoided, then clarifying the Influence mechanism is conducive to the tourism manager to respond the crisis.Firstly, according to the literature review, the tourism negative events were defined in theory, and classified by event attribution and event subject. From the perspective of consumer perception, the theory model of "negative event type perceived quality, perceived brand image-tourists’ behavior intention" is constructed to further study the different impact of negative events.Secondly, considering the tourism products are different from daily necessities, the probability of short-term revisit is very low. Therefore, the tourists’ behavior intention is only composed of two dimensions, namely, the intention of travel and the intention of recommendation. At the same time, the negative events studied in this paper, has two important characteristics:(1) The negative events are caused by the service management department of the tourism destination, the events caused by the tourists (e.g. the cultural relics damage because of the tourists uncivilized behavior), natural disasters (e.g. the occurrence of landslides in the scenic area) and so on are not included; (2) The events researched in this paper are the morality-related negative events, that is, the immorality and the morality-related experience failure. The events caused by the poor management ability(e.g. Scenic congestion) are not included.Finally, the study collects relevant data through questionnaires. And the result were analyzed by SPSS 19.0 using Factor Analysis, Independent-Samples T Test, Paired-Samples T Test, Bivariate Correlations etc. This paper mainly draws the following conclusions:(1) Both the immorality and the morality-related experience failure have significant negative impacts on the tourists’behavior intention. (2) There are significant differences between the two types of events in the two dimensions of the tourists’behavior intention. Whatever the tourists’ intention is travel or recommendation, the morality-related experience failure has a greater impact. (3) Different types of negative events have significant differences in perceived quality, but no significant difference in perceived brand image. (4) Specifically, there are different influence mechanism on tourists’ intention between the two type of events. The immorality negative events affect the tourists’ behavior intention through brand image. The other affect the the tourists’ behavior intention through brand image and perceived quality.