A Study On The Relationship Among Perceived Value,Risk Perception And Tourist Behavior Intention Of Sight-seeing Ship

The rapid development of sight-seeing ship tourism in China has brought tremendous economic income to tourism industry.Facilities,equipment and personnel services of sight-seeing ship tourism can bring pleasant travel experience to tourists,and have an important impact on the satisfaction and loyalty of tourists.On the other hand,while sight-seeing ship tourism is prevalent,the emergence of sight-seeing ship safety accidents has caused huge losses to tourists and tourism enterprises,and the perceived tourism risks of tourists will hinder their sight-seeing ship travel activities.This paper draws lessons from domestic and foreign achievements on tourists' perceived value,tourism risk perception and behavioral intention,taking Yangtze River sight-seeing ship as an example to study the influencing factors of tourists' sight-seeing ship trip behavior intention,and explores its mechanism.Firstly,this paper combs the research status of tourism risk perception,perceived value and tourists' behavioral intention at home and abroad,and constructs the research model of influencing factors of tourists' behavioral intention.Secondly,this paper obtains the sample data by issuing questionnaires,and makes an empirical analysis of the theoretical model based on the sample data.Thirdly,this paper uses SPSS22.0 to analyze the descriptive statistical analysis of sample data and the reliability and validity of the scale,and uses AMOS22.0 to analyze the path of structural equation model.Finally,the conclusion of this paper is drawn.From the perspective of consumer behavior in marketing,this paper explores what factors can promote or hinder tourists' choice of sight-seeing ship tourism,and studies the degree and mechanism of influence.Based on perceived value theory,tourism risk perception theory and consumer behavior theory,this paper constructs a research model of "tourist perceived value-tourism risk perception-tourist behavior intention".Structural equation model analysis was carried out by AMOS 22.0 software to test the relationship between perceived value of tourists,perceived risk of tourism and tourists' behavioral intention.Tourist perceived value includes three dimensions: personnel service,facilities and process system;tourism risk perception includes four dimensions: security risk perception,economic risk perception,time risk perception and functional risk perception;and tourists' behavior intention is divided into two dimensions: travel intention and recommendation intention.The results are as follows:(1)Sight-seeing ship personnel services,facilities,equipment and process systems have a negative impact on safety risk,economic risk,time risk and functional risk,and tourism risk perception will decrease with the enhancement of tourists' perceived value.(2)Tourists have a positive impact on the recommendation intention by the personnel service and process system on sight-seeing ship ships.Process system has a positive impact on the travel intention.Facilities and equipment have no significant impact on the travel intention and recommendation intention of tourists.(3)Time risk in tourism risk perception has a negative impact on tourists' travel intention.Finally,according to the empirical research conclusions,some management suggestions are put forward for tourism enterprises and tourism related departments to better manage and develop sight-seeing ship tourism,reduce the risk perception of tourists,and enhance the perceived value of sight-seeing ship travel.