Tourists' Perceived Risk And Risk Reduction After A Crisis

As a pillar industry of national strategy, tourism has been developing rapidly in recent years. However, the occurrence of crisis is undoubtedly hinder the rapid rise of the tourism industry. For the rapid and healthy development of the tourism industry, crisis management is essential. By reading the literature, author felt domestic tourism in the area of crisis research,rarely based on the tourist. The author also found that the ultimate of tourist travel decisions, not only related with the extent of the damage caused by crisis, more of a tourist risk perception. So,this article make tourist risk perception as the starting point to explore the relations between tourist and the destination crisis managementResearch hypothesis are as below:H1:there is a negative correlation between risk perception and the times oftravelH2:the times of tourists travel has a direct impact on risk reductionH3:tourists leave time has a direct impact on the risk perceptionH4:type of crisis has a direct impact on risk perception of touristsWhen Crisis happened, there are three general reactions of potential tourists:1 not affected, and immediately left for the destination; 2 being hesitant, delay decision-making; 3 out of curiosity and experience, go to their destinations. In this paper,we will analysis and discussion the second reaction. Over time, crisis panic in people's hearts were divided into four stages:(1) anxiety stage; (2) tends to calm stage; (3) problem-solving phase; (4) Restoration as before..After the longitude analysis of tourists Risk perception, the author puts forward risk reduction measures for tourists,such as:gather more information, mastering skills response to the crisis; consult the views of relatives and friends; go to a satisfied tourist destination which have been to; prestigious people publicize the place; to buy brand-name products and truste reputate travel agency; to buy the most expensive tourism product; inquiry tourists who has been to the places; the destination recognized by the government; buy accident personal injury insurance; see advertisements of the destination regulaly; go to closer destinations.Empirical research is used in this paper,200 questionnaires were issued, and there are 164 valid questionnaires. SPSS 17.0 and EXCEL2003 were used for data analysis. For natural disasters, social crises, and public health crisis this paper take chi-square test among the time for tourists to leave and the times of travel, and what they worried. And the same to the times of travel and what they worried. We found that the times of travel which stands for tourism experience has a direct impact on risk perception. That is to say, part of H1 is established; part of H2 is established; H3 is established.Finally, author propose my strategies and proposals, the main measures are:the establishment of information management services, and appoints a spokesman; timely communication; focus on product development in differentiated positioning; raise public awareness and crisis response capabilities.From the practical point of view, focusing on the risk perception and cognition of tourists to the crisis, is good for crisis managers to take better measures to save and marketing, as soon as possible to restore its former prosperity; contributes to improve the destination's crisis management theory and recovery.mechanisms, improve the strategic development of tourism destination planning.The biggest innovation is that I took the research from the perspective of tourists to the crisis. Tourism impact of the crisis on tourism is the impact of tourists in the final analysis, the crisis recovery process and speed will affect tourists' decision. What kind of response and awareness will appear when tourists face different types of crisis, which risk perception is the biggest and what different measures will be used in various stages of recovery, this paper provide theoretical support to the crisis as a tourist destination managers to better carry out tourism promotion activities and build a destination crisis management mechanisms.The study of tourism panic is an innovative of this article. Although there is different types of crisis, the crisis response is full of tricks, but the tourism crisis management are facing the same problem -- eliminate travel panic. Study of the psychological fear caused by tourism crisis, analyze the causes and identify the law of development, tourism crisis management can be take effective measures for psychological crisis intervention, thus speeding up tourism to recover from the crisis.