Study On The Influence Of Negative Events In Scenic Areas On Tourists' Willingness To Travel

China's tourism market demand is increasing,but the limited capacity of tourism resources,service level is not high,poor management and other reasons make the current tourism industry,especially the tourist attractions there are many negative events.At the same time,with the rapid development of the new media,the propagation speed and the influence degree of these negative events have been strengthened to some extent.Therefore,the ability to deal with the negative events of scenic spots has become a major issue to test the work ability of scenic area managers.To understand the impact of these negative events on the willingness of tourists to travel,is conducive to the rational allocation of resources,better meet the challenges.The related literatures are reviewed firstly,and the negative events for domestic and foreign tourists will travel,based on summarizing the results of previous studies,defines the concept of scenic spots and negative events were divided into direct and indirect effects of moral-experience and moral experience to negative events-type two negative indirect effect.Secondly,from the perspective of tourists perception perspective,the construction of "two types of negative events-tourists perception(perceived quality,brand image)-tourists will travel the theoretical model to further explore the influence mechanism of the two kinds of negative events of tourists travel intention.Then according to the research model and research hypothesis,the maturity scale questionnaire was designed.Finally,the data obtained using SPSS21.0 statistical software for empirical analysis and hypothesis testing,the main factor analysis,principal component analysis,T test and correlation analysis,and draw conclusions.The main conclusions of this study are as follows:(1)there are different types of negative events related to tourists' willingness to travel.(2)there are significant differences in the perceived quality of tourist attractions between the two types of negative events,but there is no significant difference in the perception of the brand image.(3)two kinds of adverse events related to scenic spots will be influenced by the tourists' perception of brand image and influence the tourists will travel,and morality directly affect the experience of negative events on perceived quality will affect tourists will travel on.