Research On The Impact Of Media Contact And Risk Perception On Tourist Behavior Intention In Guilin In The Post-epidemic Era

The new coronavirus pandemic has impacted the global culture and tourism industry,with previously suppressed travel demand to be unleashed as prevention and control measures become normalized.The epidemic has brought about a shift in cultural and tourism demand,while at the same time adding uncertainty to travelers’ behavioral decisions,making tourism risk a prominent contradiction in cultural and tourism research in the post-epidemic era.The strong correlation between travel intentions and epidemic risk in the post-epidemic era requires travelers to obtain a great deal of information about the risks of the epidemic in order to make their own rational travel plans,and the influence of media contact on the level of risk perceived by travelers is further highlighted.Guangxi Guilin,which balances the elements of ethnic culture,leisure,sustainability and recreation needs,is a leading player in the creation of a worldclass tourism city in China.In the period of permanent prevention and control of the epidemic,the tourism risk of tourists in Guangxi Guilin has increased and field tourism has been inhibited.In order to better improve the tourism behavioral intention of tourists in Guangxi according to the development dynamics of the epidemic,this paper takes Guangxi Guilin tourists as the research object,combines risk perception and planned behavior theory,integrates media contact and tourists’ risk perception into a theoretical model,and by surveying 1121 Chinese tourists.A SEM model of Guangxi Guilin travelers’ consumption behavior in the post-epidemic era was constructed.This study consists of five chapters.The first chapter explains the background of the study in the post-epidemic era and the theoretical and practical implications of the study in terms of risk perception,behavioural theory,culture and tourism,presents the problem of the study and introduces the technical approach followed in the study;the second chapter introduces the theoretical foundations of the study,namely the theory of planned behaviour,media contact and risk perception theory,which are used to construct a theoretical model of tourists’ behavioural intention in Guilin,Guangxi;the third chapter Chapter 4 reports the empirical results of the study;Chapter 5 summarises the main findings of the study,and further summarises the strategies for enhancing tourists’ travel intention in Guangxi in the post-epidemic era through in-depth interviews based on the empirical study,and finally presents the limitations of the study and looks into the future related research directions.Through the validation of the theoretical model,the main findings include: 1.Media contact and tourists’ risk perceptions have significant effects on Guilin tourists’ behavioral intentions;2.Guilin tourists’ risk perceptions have significant negative effects on attitudes,subjective norms and perceived behavioral control;3.Media contact has significant negative effects on Guilin tourists’ risk perceptions;4.Guilin tourists’ behavioral attitudes,subjective norms and perceived behavioral control have a significant effect on behavioral intentions;5.Risk perception has a mediating role in multiple pathways that influence behavioral intentions.