Risk Information,Risk Perception And Travel Intention

Natural disasters can have a greater impact on tourist destinations,directly leading to a decline in the number of tourists.On August 8,2017,a magnitude 7.0 earthquake occurred in Jiuzhaigou Scenic Area.The earthquake caused major damage to Jiuzhaigou’s scenic spots.On August 9,it announced that Jiuzhaigou Scenic Area stopped receiving passengers.Jiuzhaigou recovered more than half a load,and on March 8,2018,Jiuzhaigou gradually opened to the outside world.The number of tourists has also dropped directly from 5 million in 2016 to 3.6 million in 2018,and the number of tourists has decreased by 30%.Studies have shown that awareness of tourism risks reduces travel intention,but there are few studies on the antecedents that influence consumer risk perception and travel intention.Based on the theory of protection motivation,this paper believes that the communication of risk information can directly affect the intention to travel,and indirectly affects the intention to travel through risk perception.The risk information is comprehensively characterized and divided into three parts:information content,information density and information interaction.At the same time,consider the subjective knowledge and self-efficacy of consumers.This paper uses 182 consumers as research samples to conduct a questionnaire survey,and empirically analyzes the influence and role of consumers,travel intention by risk information,self-efficacy and subjective knowledge.The results show that risk information,self-efficacy and subjective knowledge will affect consumers’ intention to travel,and risk information has a significant negative correlation with tourism intention.Self-efficacy and subjective knowledge are positively correlated with tourism intention;risk information is positively correlated with risk perception.Self-efficacy,subjective knowledge and loss perception are positively correlated;risk perception and travel intention are negatively correlated;risk perception plays a mediating role between risk information and travel intention.The study has implications for relevant marketing practitioners,companies,and government agencies in policy development and crisis public relations.The government’s risk management of earthquakes is a very important part,and policies related to this are also implemented.Therefore,this research will help strengthen the promotion of risk protection and thus raise citizens’awareness of safety protection.At the same time,it has positive guiding significance for how the scenic spot can reduce the risk perception of tourists and recover from the tourism crisis.From the perspective of public influence,the in-depth study of the relationship between risk information,self-efficacy,subjective knowledge and tourism will not only enable the public to better understand and accept tourism risk information,but also enable people to have corresponding behavior when faced with disasters.Responsiveness and mental preparation will help the entire society to make excellent treatments for sudden disasters.