Risk And Its Prevention And Control System Construction Of Online Travel Transaction

With the Travel + Internet boom surging in recent years,various capitals enter,this makes the overall vitality of domestic online tourism comes into a new higher level.The booming online travel brings the benefits and the risks too,it led to the compliance rate of online travel is keep staying on the top.Hence,study the online travel risk can help to make a perfect travel risk theory,make the alarm for participants and offer the reference basis for regulation and legislation of tourism.This article based on the Risk Theory and Stakeholder Theory,comprehensively adopted the method of literature research and case study.Deeply analyzed the research status of domestic and foreign online travel transaction risk,combined the development situation of domestic online travel transaction,based on the dates analysis for online travel compliance,can draw the risk types mainly have the risk of tourist,the risk of tourism transaction and tourism platform.The influence factors include participants' own factors,stakeholders,market,credit,product,policy,internal and legal factors.The causes of risk are from the participants' own,the stakeholders,market,legal and policy and so on.The results caused by the risk are psychological pressure,and the loss of pecuniary,time,credit,reputation,users and talents.Meanwhile,through collecting case data,analyzed the characteristics of online tourism transaction risk is uncertainty,lack of control and disappearance,and the main risk types and proportion of tourism consumers,merchants and platforms,finally prove the above viewpointsBased on the risk contents,and after analyzing the existing risk prevention and control measures of online tourism transaction in China,pointedly build the risk control and prevention system for online travel transaction.Form the industry participants' way,to make the risk prevention,risk control and risk management before,during and after the online transaction process.From the government way,put forward the risk control and management measure for online travel transaction,like build institution of risk control,improve government supervision function,construct tourism risk database and sound legal system,and so on.