The Impact Of Tourist Perceived Risk On Travel Insurance Purchase Decisions

As a sunrise industry, in recent years, tourism industry is developing rapidly, at the same time, the tourism market has been in a booming trend, but the market has become increasingly prominent ills. In foreign countries, for example, in Europe, America, Australia, Japan and other developed regions and countries, travel insurance is the essential product in the course of travel. However, china’s travel insurance industry develops late and slowly. Tourism insurance is a new thing in the tourism industry, which has the characteristics of the cross-industry. It is urgent to explore the theoretical basis and the successful experience in the development process.At present, the actual situation is that the degree of attention to the tourism insurance is not high enough. What factors influence the tourists’ cognition and decision of the tourism insurance, and how to improve the tourists’ awareness and purchase decision behavior, these are the problems to be solved quickly.Based on the theory of perceived risk and related theory, the relationship between the tourist perceived risk a nd the decision-making of tourism insurance purchase is constructed. Use the questionnaire to obtain the basic data, using SPSS software tools and its relevant analysis, regression analysis, factor analysis and other analysis plate processing data and combined with the actual situation to get the relevant research conclusions and practical implications.Empirical analysis results show that, first, to explore the tourist perceived risk of six aspects: perceived physical risk, perceived facility risk, perceived service risk, perceived function risk, perceived financial risk, perceived social risk. Second, the cognitive level of the tourism insurance is less and low. Third, the tourists’ perceived risk and the tourism insurance purchase decision are significantly related. Fourth, the tourist perceived financial risk has the greatest impact on the purchase decision of the tourism insurance, and the social risk of tourism has the least influence.Finally, according to the results of the research and the development of the tourism insurance, from the perspective of consumer groups, marketing channel, the paper puts forward suggestions to improve the existing problems. First, do more propaganda to increase the insurance awareness and cognition. Second, develop more new products to meet the needs of tourists demand on the insurance business. Third, pay attention to the diversification of sales channels and broaden the transaction.