Study On The Relationship Between The Tourism Risk Perception And Behavior Decision-making

In the rapid development of tourism,the tourism market in the increasingly competitive.In the process of this development,the research on tourism risk perception level and tourist behavior decision-making relations is conducive to understanding how tourists travel behavior decision,realize consumers before making a decision is greatly affected by the risk of tourism,so tourism perception risk has become the important influence factors of tourism destination choice.In recent years,the importance of the perceived risk of tourists has been recognised by the academia,research is also gradually enriched in recent years,but from the current research,tourists perceived risk is mainly concentrated in the from the perspective of tourists and residents,the research content mainly risk research,dimension recognition,variance analysis and model building.This article apply theory of perceived risk to the destination marketing,active the theory of perceived risk,more practical effect.In this paper,we study choice of Luoyang in Henan province as the research area,domestic tourists in Luoyang in tourism activities as the research object,on the basis of theoretical research at home and abroad,such as empirical analysis and questionnaire survey firsthand material and Luoyang tourism statistics over the years,using the method of literature,questionnaire investigation,SPSS software analysis and other methods,the means of combining qualitative and quantitative research to,to study the tourism risk perception and behavior of tourists preference,hopes to tourism consumer's risk preference,travel behavior research provides theoretical basis,and to make up for the research in Henan tourism related field blank.This article first analyzes the leading factors of tourists perceived risk,followed by the key content of this study,including case selection,the design of the questionnaire and investigation,the cause of cognitive,tourist preference analysis,Luoyang tourist perceived risk and reduce the dimensions of perceived risk strategy analysis.In the design of the questionnaire,from basic information,tourist experience,travel risk appetite,to Luoyang tourist cognition,to reduce the perceived risk to visit Luoyang measures such as reverse side is analyzed.Tourists' preferences through the survey found that travel has now become a popular leisure entertainment,is no longer a luxury consumer goods,mostof the destination depends on good natural resources,lack of experiential interactive projects,it is easy to cause fatigue,so some experience and strong interactivity,tourism projects are more popular with tourists,the three major factors that affect tourism destination choice: tourism destination image,disposable income and time.By investigating the cognitive result of Luoyang tourism tourists analysis found that although most respondents held a positive attitude to tourism image of Luoyang,but the actual travel choice and is restricted by many other factors,the final decision to travel of tourists,and tourism image recognition difference is big.In Luoyang tourist perceived risk analysis,through factor analysis,it is concluded that the five factors that affects the Luoyang tourist perceived risk,respectively is: social,psychological risk,destination quality risk,security risk,financial risk,and body traffic risks,and for each factor are analyzed in detail.Study found that: in the tourists' consideration stage,destination quality risk is one of the most important of all the perceived risk factor,Luoyang tourism quality is relatively better than its brand awareness,there are still a lot of disadvantage,will largely influence the tourists travel choice.In the lower dimensions of perceived risk strategy analysis of four factors were extracted,respectively named: experience in consulting,information search,choose guaranteed way of tourism,and choose to have security of tourist destination.Through the survey found that tourists are the most common way to reduce perceived risk is to use network convenience query related tourism information and related evaluation.In the travel decision-making stage,will first consider guaranteed tourist destination.Comprehensive above research,put forward the Suggestions to promote the development of Luoyang tourism market,and the study of this paper is summarized,points out the deficiency and further the study on tourism risk perception of the future.