The Relationship Study Between IWOM, Tourists’ Perceived Risk And Travel Intention

With the rapid development of the Internet to break the space-time barrier and social barriers to the reality of social interaction, the network has become one of major consumer advice publication platform, IWOM also become an important reference information consumers purchase intention form. And because of tourist products, services and the experience of its particularity, tourists can only be to assess the quality of tourism products after consumption. IWOM thus also become an important source of information affecting travel intentions. In addition, the current risk of accidents reported by the media, tourism negative reports intuitive potential tourists increased the perceived risk, which seriously affected the travel intentions of tourists to these tourist destinations. Throughout the research which is existing at home and abroad, for the tourism industry of network reputation, the research of IWOM and tourists’ perceived risk is still very scarce.In this study, under the guidance of former literature and theory, to explore the relationship between IWOM, tourists’ perceived risk and travel intentions. Selecting Yunnan as a sampling point, with the micro-channel distributed survey questionnaire via the mobile Internet, access to basic data; Analyzing statistical software for data collection to be descriptive statistical analysis, reliability analysis, and the using AMOS 17.0 software for data confirmatory factor analysis and path analysis to test the research hypotheses.Studies have shown that: Firstly, IWOM has a significant and negative impact on tourists’ perceived risk, including professional, product involvement,while the relationship between the intensity of the tourist perception the risk does not have a significant negative effect; Secondly, tourists’ perceived risk of a significant negative impact on travel intentions, which facility services and financial risk has a significant negative impact on travel intentions, and the body of risk and functional risks traveling Intentions of the impact is not significant; and third, a significant positive impact on the travel intentions IWOM presence, including professional, product involvement has a significant positive impact on travel intentions, the relationship between the intensity of the intention to travel does not have significant positive effect; Fourthly, facilities, services and financial risk has intermediary role in the network of relationships and reputation in the travel intentions.Finally, based on data analysis of the conclusions of a series of tourism destination management revelation to tourism destination marketing management can offer practical operating basis in practice.