Research On Reference Group Influence On Tourist Perceived Risk

People are not isolated island. The individual in the life most of the activities are carried out jointly with others, and in their respective groups to shape the individual’s personality and behavior. As social and cultural fabric of consumers, consumer choice is not completely independent choice of the individual, to a certain extent influenced by social factors.The reference group has an important influence on consumer decision-making. Consumer’s buying behavior subject to influence by internal and external causes. For example, perception, learning, attitudes, etc. Which reference group as the external reference plays a big role in the consumer buying process. Reference group influence consumers’purchase behavior through information, norms, values expression. Therefore, the reference group influence on consumer more and more the attention of scholars and entrepreneurs.This paper studies the reference group the influence on tourist perceived risk and tourism will, three reference group influences have different effect on tourist perceived risk and tourism will, and tourist perceived risk influences on tourism will. In order to explore the relationship of the three aspects include the reference group, tourist perceived risk and tourism will. This paper uses questionnaire survey.Take Jiuzhai Valley for example. The questionnaire on the processing of data, this paper by SPSS17.0data analysis.