The Research On The Influence Of Risk Perception On Tourists’ Travel Intention Of Winter Sports

The success of the 2022 Winter Olympics has accelerated the development of winter industry in China.National ministries have issued a series of documents to support and encourage deep integration of winter sports and winter tourism.Given the situation,China’s winter sports tourism is growing rapidly,and tourists’participation is increasing.It is worth noting that,although the number of participants has increased significantly,the population penetration rate is still at a low level,and the market potential is still huge.Based on the policy and practice environment,this research intends to segment China’s tourist market of winter sports tourism,to understand the characteristics of existing and potential tourists and the factors affecting their participation behavior.Since winter sports tourism belongs to sports tourism,this research selects the psychological continuum model(PCM),a consumer growth model commonly used in sports tourism area,to segment the existing and potential winter sports tourism market and to clarify the different characteristics of tourists at each level.Since winter sports require certain facilities and professional skills of participants,and ski accidents have occurred in recent years,the public is more sensitive to the riskiness of winter sports tourism.Therefore,among the many factors that influence travelers’intention to travel,this paper focus on risk perception theory.On the basis of various risk dimensions and tourists’ hierarchy in PCM,this paper explores the degree of perception of different types of risks and the influence of risk perception on tourists’travel intention.The research subjects of this study are winter sports tourists,including experienced and potential tourists.Based on the existing PCM and risk perception scale,the authors applied interview and questionnaire method and used SPSS22.0 software to analyze the data.The results show that most Chinese tourists are aware of winter sports tourism but experiencers are fewer,and the participants are mostly trying it out,not yet developing a deep interest in it.The fans of winter sports tourism are young,with high education,unmarried and childless,stable occupation,and high travel consumption.There are also significant differences in the perception of various types of risks among different levels of travelers,with primary travelers’main concerns are the high prices of scenic spots,safety hazards of facilities,and fear of sports injuries,while intermediate travelers are also more concerned about the cost of travel and safety of facilities,and advanced enthusiasts are more concerned about the service level and performance of facilities.At the same time,different types of risk perceptions also have different effects on travelers’ intention,with economic risk,functional risk and physical health risk significantly constraining travelers’ intention to travel,while the influence of other risks are not significant.This study focuses on the characteristics and needs of winter sports tourists,which is a supplement to the research on winter sports tourists,providing a basis for relevant enterprises to develop tourism products.It also explores the application of risk perception theory in the field of winter sports tourism,expanding the scope of application of risk perception-related research.This study also clarifies the risks that constrained tourists’ travel intention,which helps the winter sports tourism spots to understand tourists’ concerns and worries,so as to improve the management and service level accordingly and drive the standardized,orderly and healthy development of the whole industry.