An Investigation Report On The Demand For "Jing Jiao Bao" In Pinggu District Of Beijing

In recent years,China's tourism revenue rises steadily,the form of tourism has gradually become rich and diverse.Among them,rural tourism stands out in many tourism types because of its low consumption,easy realization,beautiful rural environment and so on.In rural tourism,in addition to the pleasant scenery of the countryside,the distinctive rural food is also a major attraction for tourists to come to visit.However,when a large number of tourists pour in in a short time,the problem of the safety of the tourists is a problem for the operators.Therefore,in order to solve this problem,the Beijing Tourism Commission's joint Insurance Association launched the Beijing suburb's policy insurance for the first time,hereafter this insurance will be abbreviated as "Jing Jiao Bao".As one of the districts and counties of "Jing Jiao Bao",Pinggu is rich in tourism resources,which is a famous tourist district in Beijing.The first batch of farmers' insurance signing ceremony was also scheduled to be held in Pinggu on the same month.Therefore,this paper takes Pinggu District of Beijing as a research object.Through investigating the actual operation of the "Jing Jiao Bao",we study the real demand of the insured people who meet the requirements for the "Jing Jiao Bao".Combined with the results of the survey,we offer suggestions for the improvement of "Jing Jiao Bao".The survey began in the middle of October 2017 and conducted two months' research activities in Pinggu District,Beijing,through the online and offline questionnaire survey.The survey includes the research object,the operation period of the last 5 years the average annual income,the amount of tourists,five-star standard,farmhouse business type five,and folk households on insurance risk awareness,"Jing Jiao Bao" the way to understand the satisfaction and purchase intention,etc.In this paper,the two element Logistic model is used to analyze the factors that may affect the demand of "Jing Jiao Bao".There are 11 factors pass the test.The business type,transfer of risk awareness,understanding of "Jing Jiao Bao" or not,the premium standard,property loss compensation limit,or to "the renewal insurance" to "have a positive impact in insurance demand,operating life,farmhouse star,the proportion of subsidies,death indemnity,the purchase of other travel insurance products the negative influence of"Jing Jiao Bao" demand.On the basis of this study,the author puts forward some rationalization proposals for the future development of "Jing Jiao Bao".