A Study On The Willingness Of The Residents In Changsha For Purchasing Travel Insurances

As the development of economy and the improvement of life quality, traveling has become people's basic needs.However,because of the existence of unexpected,uncertain factors,the probability of risk improved.Insurances,which could be used to reduce even avoid the loss due to accident hazards,has become an efficient way to assure the safety of life and property.The author took travel insurances as the topic and Changsha residents as subjects,proposed a conceptual model on travel insurance purchase intention influence factors,and relevant assumptions.Based on the results of interviews with experts,the author worked out a questionnaire.With statistic methods like factor analysis,one-way ANOVA analysis,chi square test and correlation analysis,the author confirmed and analyzed the conceptual model.Besides,based on research conclusions,the author provided some operable advises.The research conclusions were:1.According to Changsha residents' cognition,disease risks ranked the highest,public security risks were the second,luggage risks were the third,and traffic accidents risks were the last.2.Currently,about 60%of subjects do not know travel insurance, but 45.1%of subjects would consider buying travel insurances in the future.3.Travel insurances purchase intention was influenced by personal features,perception of travel risks and travel insurance awareness of Changsha residents.According to the conclusions mentioned above and the current state of Changsha travel insurance markets,the author offered some advises on "clients","products" and "channels": 1.On clients:relevant agents should publicize the importance of travel insurances,educate the travelers,and reinforce their insurance awareness;on the other hand,insurance agents should differentiate different clients in terms of risk levels and clients potential.2.On products:insurance agents could combine available products in various ways to satisfy clients'individualized needs,and produce new travel insurance products and special interest tour products to provide safer guard for tourists.3.On marketing channels:insurance agents should explore new marketing channels actively.For example,the agents could use modern ways such as telephone,E-sales,SMS software to sale insurance,set points of sales in hotels,tourists attractions and transportation junctions, and reinforce the cooperation with related industries,communities,and supermarkets,make travel insurances to be daily consumer goods.