The Research On Tourism Insurance Demand And Its Influencing Factors In China

The safe development of China’s tourism industry can not fail to mention the importance of tourism insurance for passing on tourism risks,protecting the interests of tourism enterprises and tourists.Tourism insurance in China has developed for less than 20 years,providing security and guarantee for promoting the tourism industry’ further development.However,either compared with foreign perfect tourism insurance system,or compared with the domestic prosperity of the tourism development trend,China’s tourism insurance has still been in a "lag" state.This paper puts forward the tourism insurance according to tourism risk as the financial means of risk transfer,and analyzes the current situation and the exposed problems,and uses the qualitative and quantitative analysis methods to systematically explore the tourism insurance demand and its influencing factors,so as to clear the tourism Insurance development constraints and put forward some countermeasures and suggestions to effectively promote the development of tourism insurance.With the implementation of tourism insurance,people’s understanding,awareness,acceptance about tourism insurance are generally low.Therefore,it is necessary to start from the tourism risk,clarify the tourism risk that can be guaranteed,and then make an overview of tourism insurance.Then,according to the actual research and historical data,this paper summarizes the current situation and existing problems of tourism insurance in China,and analyzes the motivation of tourism insurance demand,clarifies the insurance demand of tourists and travel agents,and the potential in China is great.In the end,this paper chooses the seven influencing factors that affect the demand of tourism insurance from the micro individual level based on the theory of consumer behavior difference theory and the theory of insurance purchase demand.Combining with the practice research data,the Logit regression model is used to find out the factors influencing the tourism insurance demand.It is found that tourists’ travel times,the risk experience of tourists,the experience of tourism insurance purchase,the understanding of tourism insurance and the acceptance of tourism insurance purchase become the factors that affect the demand of tourism insurance.This study argues that the promotion of China’s tourism insurance development needs three forces.While providing preferential policies to enhance the development of confidence,The government also should improve the relevant laws and regulations;Insurance companies should take the professional tourism insurance business path,innovating tourism insurance product system,building professional team to enhance services;Consumers should improve the awareness of tourism insurance.Travel agencies should correctly understand the role of tourism insurance to pass on risk,and jointly promote the tourism insurance and tourism to achieve synergistic development.