Mining Tourism Risk Perception Under The COVID-19 Epidemic And Its Impact On Tourists' Behavioral Intention

Because of the impact of COVID-19,the overall number of Chinese domestic tourist excursions in 2022 decreased to 2.53 billion from 2020 to 2021,716 million less than the same time previous year,or 22.1% less.Tourism,as a service business,is an intangible product and experience that is easily influenced by risks and hazards.When tourists are motivated by risk perceptions created before to and during travel,it has a detrimental impact on their behavioral intention in the future.The tourist business has become more vulnerable as a result of the new coronavirus pandemic.It is worthwhile to consider how to assist visitors in reducing dangers,increasing their willingness to travel,and promoting the development of the sector.Meanwhile,the rapid growth of the information society might assist the tourist destination in presenting a better image in order to attract travelers.As a result,this paper contends that,based on SOR theory and To M theory,tourists’ perceptions of travel risk can directly affect tourists’ behavioral intentions in the later period of travel,including favorable intention,recommendation intention,and revisit intention,and indirectly affect behavioral intention through destination image.Simultaneously,information seeking behavior is incorporated as a moderating variable to investigate the influence of visitors’ risk perception on destination image and behavioral intention when they grasp various degrees of information.The first part of this study built a dimensional model of tourism risk perception during the COVID-19 outbreak based on Word2 Vec method.Initially,Python is used to crawl and preprocess the scenic place evaluation data of online tourist suppliers.The TF-IDF weighted approach is used to extract keywords,while the Word2 Vec method is utilized to train word vectors.Lastly,the K-means clustering approach is employed in order to extract the dimension of visitors’ risk perception.Visitors have a more prominent sense of COVID-19 risk,financial risk,cultural risk,functional risk,facility risk,and predicted danger during the COVID-19 time.The second part is an empirical investigation.366 tourists who visited Yunnan Province between February 2020 and October 2022 were used as research samples for a questionnaire survey designed to investigate the link and effect between tourism risk perception and behavioral intention.It is discovered by structural equation modeling and regression analysis that:(1)tourist risk perception is adversely connected with behavioral intention.(2)tourism risk perception has a negative influence on behavioral intention via destination image(including cognitive image and affective image).(3)Information seeking behavior can modulate the effect of perceived travel risk on destination perceived image and behavioral intention.This study considers the role of destination image and information behavior to expand the impact model of tourism risk perception on tourists’ behavioral intention,which has theoretical significance in the study of tourists’ behavioral intention.Chinese domestic tourist sector will be rebounding,providing both chances and problems for tourism destination image rebuilding.At this time,examining the growth of Chinese domestic tourism under the epidemic condition is a review of the previous stage and has practical implications for the industry’s future stability.