The Research On Risk Perception Of Mainland Tourist Traveling To Tibet

In recent years,the development of economy has made tourism gradually integrate into people's life.Tibet's unique tourist resources,a large number of mainland tourists are fascinated.However,the unique geographical environment of Tibet determines the particularity of tourism,the mainland tourists on the one hand by the rich tourism resources and mysterious religious culture attracted,on the other hand,the high risk of Tibet tourism and hesitant to travel.Therefore,it is an important link for Tibet to increase tourism publicity and strengthen tourism risk management to analyze the tourism risk perception of mainland tourists.Based on the text analysis of Tibet travel notes,based on the literature of tourism risk perception,the paper extracts Tibet's Tourism Risk index,and by means of questionnaire and field research,the potential mainland visitors to Tibet are investigated,and according to the theory of tourism risk,the six dimensions of Tibetan risk perception are obtained through questionnaire data factor analysis,This paper compares and analyzes the differences of the perceptions of mainland tourists to Tibet,and provides the tourism marketing reference for Tibet tourism related departments or related enterprises,so as to benefit to the development of Tibet tourism market and the healthy and sustainable developing.The main conclusions are as follows:(1)The tourism risk perception of mainland tourists is composed of six dimensions of environmental risk,financial risk,policy risk,quality risk,facility risk and cultural conflict risk.(2)The demographic statistic characteristics,individual factors and other aspects of tourists will affect the perceived difference of tourists ' risk perception in Tibet.The main manifestations are: Due to gender,age,profession,academic level,income,physical condition,communicated ability,tourism experience,emergency ability,the willingness to travel,the choice of transport,peer partner and risk preference of the difference makes the tourist risk dimensions of tourism awareness level change.Based on the research conclusion of this paper,the author puts forward some suggestions from the angle of Tibet tourism main market and Tibet tourist market: to form Tibet tourism risk prevention system,to widen Tibet tourism marketing platform,to set up risk interventionmodule,to establish the love aid system of tourism risk in Tibet,and to prevent and control the risk to train high quality and specialized tourism management and service team,to guide different tourists ' cognition of Tibet tourism risk,to provide different tourist routes with high safety factor,to equip the consultants with abundant tourism risk knowledge,and to do well in the marketing of the tourist market.