A Study On The Effect Of Perceived Risk On Spontaneous Performance Behavior In Recreational Divers

Coastal sports tourism has become a new growth point of national economic development in lots of countries and regions.Scuba diving tourism is a special form of tourism developed by integrating leisure culture,coastal culture and sports culture.With the rapid development of leisure diving tourism,safety accidents occur frequently and tourism risks are increasingly prominent.Safety factor is the premise guarantee for the pursuit of consumption value and tourism activities.Therefore,the significance of this study lies in how to strengthen recreational divers' tourism risk awareness,to reduce the occurrence of risks and to improve consumers' overall satisfaction while promoting the sustainable development of diving enterprises.Based on the theory of “Cognition-Emotion-Intention” relationship theory and reinforcement theory,this study takes satisfaction as the direct driving factor of voluntary performance behavior,and considers the mechanism of recreational diver satisfaction in the relationship between perceived risk and voluntary performance behavior.This study takes 398 scuba divers with international recreational diving licenses as the research object.The formal questionnaire was made with perceived risk scaling,satisfaction scaling and voluntary performance behavior scaling,combining with the characteristics of Scuba diving to obtain effective sample data.The study builds the structural equation model about Scuba divers' risk perception to their voluntary performance behavior affect,and then analyzes and validates data with Spss25.0 and Amos24.0 software.The results show that :(1)The gender,age,diving grade and diving experience of recreational scuba divers variable on the difference of perceived risk for diving.(2)Scuba divers' physical risk has a significant positive impact on their satisfaction,while social risk,functional risk and time risk perception negatively affected their satisfaction,while financial risk perception had no significant impact on their satisfaction.(3)Satisfaction has asignificant positive impact on the scuba divers' loyalty behavior,cooperative behavior and participation behavior.(4)Satisfaction plays fully mediated role in the influence of perceived risk to voluntary performance behavior.In practice,it has been proved that by reducing the perceived risk of recreational divers and improving their overall satisfaction,it can promote participants' loyalty,cooperation and participation in diving activities,so that more people can understand the advantages of diving,enjoy diving activities and promote the sustainable development of diving industry.In theory,this study reveals the behavior and mechanism of the scuba divers,the relative importance of risk perception dimension.It validates the influence of perception risk on voluntary performance,which helps to enrich the research of tourist risk perception and tourist behavior.It also riches the combination of tourism,marketing,behaviorism psychology disciplines to a certain extent.