Research On The Relationship Between Self-driving Tourists' Risk Preference And Consumer Behavior

With the rapid development of social economy,self-driving tour has become a normal behavior in people's daily life.Self-driving tourists continue to grow,but related tourism companies and organizations have not developed deep-level driving products.China's self-driving tour-related research started relatively late.There is a lack of systematic and in-depth study of self-driving tourists' consumption behavior in the academic community,and there is no empirical study on the relationship between tourist risk preference and consumer behavior.Based on the above background,the paper takes the risk preference of self-driving tourists as the starting point,and studies the relationship between self-driving tourists' risk preference and consumer behavior.This paper first sorts out the existing literature on self-driving tourism,risk preference and tourism consumption behavior,forms the theoretical basis of this article,and obtains research inspiration and research opportunities.Based on this,and on this basis,a research model on the relationship between self-driving tourists' risk preference and consumer behavior was constructed and a questionnaire was set up.Then,based on the screening and processing of acquired data,the risk appetite index and consumer behavior characteristics of self-driving tourists are obtained.It is found that the self-driving tour is still dominated by the spontaneous organization of tourists,and the development of the market is still low;The risk preference index of self-driving tourists compared with non-self-driving tourists did not differ significantly;education level was inversely proportional to risk preference index;male risk preference index was higher than women;age was inversely proportional to risk preference index;income and risk preference index were not proportional.Self-driving tourists' travel time,travel distance,outdoor adventure travel product preference,loan consumer preference and risk appetite were positively correlated,but had no correlation with travel frequency and single average spending amount;risk seekers compared with other two types of tourists.They prefer to organize tours on their own,prefer to travel with unfamiliar travel companions,pay more attention to information on tourism resources,prefer high-grade accommodation facilities,prefer to obtain tourist information from the Internet,and spend more on transportation projects;risk avoiders Compared to other two types of tourists,they prefer high-end restaurants.Finally,on the basis of the research conclusions,the paper puts forward some countermeasures to promote the development of self-driving tourism.