Research On Perceived Risk Of Study Travel Based On Parents’ Perspective

Tourism perceived risk is the key factor affecting tourism decision-making.In the context of the rapid development of study travel,it is necessary to explore the perceived risk of parents who are important purchase decision makers.The research takes parents as the research object,obtains data through questionnaires and interviews,and uses factor analysis,one-way ANOVA,cluster analysis,structural equation model and other methods to explore the dimensions,differences,influencing factors and mechanism of the perceived risk of parents in study travel,which enriches the research on the perceived risk of tourism in study travel and helps to understand the decision-making process of parents in study travel,It also plays an important guiding role in the marketing activities of study travel enterprises.The research content is mainly divided into four parts: First,study the dimension division of tourism perceived risk.On the basis of literature research and interviews,exploratory factor analysis is carried out on the results of the questionnaire to divide the dimensions of perceived risk of parents of study travel.The second is the research on the differences in the perceived risks of parents of study travel,which analyzes the differences in the perceived risks of study travel between different parents’ characteristics,children’s characteristics and product characteristics.The research also classifies different types of parents by cluster analysis on the basis of the perceived risk of study travel.The third is to explore the influencing factors and mechanism of the perceived risk of study travel.Through exploratory factor analysis,the types of influencing factors are divided,and the structural equation model is constructed using AMOS software,and then the model and hypothesis are verified.The fourth is to propose measures to reduce the perceived risk of parents in study travel.The study proposes recommendations to reduce perceived risk from both tourism enterprises and parents.The main conclusions of the study are as follows:(1)The perceived risk of parents in study travel includes four dimensions: security risk,independent risk,activity quality risk and service content risk.(2)In terms of the difference in perceived risk of study travel,parents with different education levels have significant differences in overall perceived risk,security risk and self-care independence risk.Parents with education background of high school and below have strong perceived risk of study travel,while parents with college and undergraduate education background have less perceived risk.The number of times that children participate in study travel has a significant impact on the overall perceived risk and the four perceived risk dimensions.Parents whose children have never participated in study travel have the strongest overall perceived risk.The grade of children has a significant impact on the risk of self-care independence.There are significant differences in the costs of study travel in terms of self-care independent risk and activity quality risk.(3)Based on the dimension of perceived risk of study travel,the research divides parents into three categories,which are named service-oriented,quality-oriented and risk-sensitive.(4)The influencing factors of parents’ perceived risk of study travel include professional safety,study travel cognition,information communication and risk attitude.Research cognition has a significant negative impact on perceived risk;Information communication has a significant negative impact on perceived risk;Professional safety has a significant positive impact on research cognition;Professional safety has a significant positive impact on information communication.Parents’ risk attitude negatively regulates the relationship between research cognition and perceived risk,while negatively regulates the relationship between information communication and perceived risk.(5)Finally,the paper puts forward suggestions to reduce the perceived risk of study travel.For study travel enterprises,they should build a complete security system,ensure the service content,and ensure the quality of activities and courses.For parents,parents should do a good job in their children’s personal safety and independent education,select appropriate study travel products,do a good job in information search and timely communication.