The Influence Of Self-driving Tourists’ Risk Awareness On Insurance Intention

Due to the diversification of tourism development,highway accessibility and the diversification of residents’ demand for tourism,self-driving tour has experienced in-depth development.In recent years,driven by the Internet+ tourism,various internet celebrity check-in locations have emerged in large numbers,and self-driving travel guide spring up one after another,providing an opportunity for the rapid development of self-driving tourism.However,due to the high degree of freedom and randomness in the process of self-driving tour,there will be more risk factors compared with the traditional tour,which can threaten the personal and property safety in self-driving tour to a greater extent.In order to help the sustainable and healthy development of our country’s self-driving tourism,it is imperative to effectively reduce the adverse effects of self-driving travel risks through risk management.There are two main ways to reduce the adverse effects of self-driving tour: prevention beforehand and compensation after the event.The former requires self-driving tourists to actively judge and avoid risks,while the latter uses travel insurance to provide financial compensation to the parties or their families in the event of an accident to reduce their losses.In this paper,tourism insurance as a starting point,the development of tourism insurance,tourism insurance purchase factors,tourism risk perception,self-driving tour risk on the basis of literature review.In combination with the demand level theory,risk cognition theory and consumer purchase decision theory,the variables include risk perception(personal and property),insurance price factors,tourists’ risk prevention level and tourists’ insurance intention.A theoretical model of the impact of self-driving tourists’ risk perception on insurance intention was established.The data were collected by means of in-depth interviews and questionnaires.Among them,there were 3 organizers and 532 members from 31 provinces and cities.The questionnaire involved the following scales: Personal Safety Risk Perception Scale,Property Safety Risk Perception Scale,Insurance Price Scale,Tourists Risk Prevention Level Scale,Insurance Intention Scale.Using Stata 15.0 for data processing,reliability and validity analysis,regression analysis,effect test,etc,The results show that:(1)Personal safety risk perception,property safety risk perception and insurance intention of self-driving tour have a positivet relationship,and the role of Personal safety risk perception is greater than that of property risk perception.(2)Tourists’ risk prevention level and insurance price play a significant moderating role in the effect of personal safety risk perception on tourists’ intention to buy insurance,but not in the effect of property safety risk perception on tourists’ intention to buy insurance.Based on this,this paper believes that it is necessary for all social subjects in our country to improve the current situation of self-driving travel insurance in a targeted manner.The first is to increase publicity,strengthen self-driving tourists’ awareness of the risks in self-driving travel and necessity of travel insurance,and enhance self-driving tourists’ willingness to purchase insurance.The second is to develop customized self-driving travel insurance products to meet the purchasing needs of tourists with different income levels in different travel destinations and travel scenarios.The third is to attach importance to diversified sales channels and improve the convenience of self-driving tourists to purchase travel insurance products.Finally,the tourists and the insurance market should be further subdivided for different self-driving travel purposes,with precise positioning and precise services.