Research On The Influence On Risk Perception On Intention To Purchase Educational Tourism

Since 2013,the policies related to educational tourism frequently published in China show that China has realized the important role of educational tourism in the healthy growth,ability cultivation and vision development of students in primary and middle schools.Educational tourism is not only the starting point of Quality-oriented Education Reform in China,but also the new potential growth point of tourism industry development on account of its educational attribute of “learning in tourism” and its easy combination with red tourism.However,due to the lack of social experience,the ability of self-care and emergency response of teenagers,as well as the nature of parents as funders and guardians,parents will perceive more risks in the selection and purchase of educational tourism.In addition,there are many participants in educational tourism,and parents' trust in schools,large educational institution,educational tourism providers and other participants will also have a certain impact in this process.Based on the literature review,there are few researches on risk perception and trust at home and abroad,and most of them are qualitative and lack of quantitative empirical research.Therefore,this paper takes the parents of primary and middle schools as the research object,and systematically studies the influence of risk perception and trust on the purchase intention of educational tourism.Based on the research background,this research classifies risk perception into eight dimensions: financial risk,functional risk,physical risk,facility risk,social risk,psychological risk,communication risk and service risk.Taking the previous researches into consideration,this paper puts forward four first-class hypotheses and sixteen subhypotheses,then introduces trust variables and selects risk attitude as regulation variable to construct the influence model of parents' risk perception and trust on purchase intention of educational tourism.The data are collected by online questionnaire,and analyzed by SPSS 22.0 and Amos 21.0.Conclusions can be drawn as follows.(1)Parents' risk perception has a significantly negative influence on the purchase intention of educational tourism,among which physical risk,facility risk and functional risk play a greater role,while service risk,psychological risk and financial risk will affect the purchase intention to a certain degree.(2)Parents' risk perception will be significantly and negatively affected by their trust in schools,large educational institutions,educational tourism providers recommended and well evaluated by their relatives and friends,in which trust has a significantly negative influence on service risk,physical risk,facility risk.To some extent,it can have a negative impact on psychological risk,communication risk,financial risk and functional risk.(3)Parents' trust in schools,large educational institutions,educational tourism providers recommended and well evaluated by their relatives and friends has a direct and significant positive influence on purchase intention,but also has an indirect impact on risk perception as an intervening variable.(4)The risk attitude of parents can adjust the negative relationship between risk perception and purchase intention of educational tourism.The greater the risk tendency of parents which means the more risk they prefer,the weaker the negative influence of risk perception on purchase intention,otherwise,the stronger the negative influence of risk perception on purchase intention.Finally,the paper puts forward suggestions from three perspectives,schools and large educational institutions,educational tourism providers as well as government departments,aiming to make certain marginal contribution to the development of educational tourism in China.