A Study On The Impact Of Medical Tourism Consumption Willingness Based On The Tourists' Risk Perception

Medical tourism is one of the new types of tourism industry around the world,which has a good development potential and trend in the international market,and it has gradually become one of engines in the tourism market.Because of the differences between regional policy and regional stability,the complex of medical tourism consumption process,the interfering risk perceptions on medical tourism consumption become complicated.However,visitors' perception to the risk of medical tourism is the key to influence a medical tourism consumption intention,so it is one of the most important topic today to make some research,based on the tourists' risk perception,looking for the risk factors that may influence consumers' consumption willingness in medical tourism,and in that way,It can help to seek better medical tourism products which can more conform to the Chinese tourists' consumption psychology.In this article,it is from the perspective of tourists' risk perception,based on the theories of consumer psychology,statistics and tourism and others,using many methods like literature search,delillegal,questionnaire survey and so on.Finally,through exploration and analysis,it is concluded the dimensions of risk perception in medical tourism,and with the SPSS statistical analysis to find which risk perceptions influence the consumption intention,based on all of these,it recommend many medical tourism development proposals in China at last.This study include six parts,the first one is introduction.It focuses on analyzing the research background of the development of medical tourism,the purpose and significance,method and the overall research framework.The second part is literature review,It introduced the appearance of medical tourism and its development,the fore-researches on risk perception and consumption decision-making,and in this way,to build dimensions of tourists' risk perception and provide theoretical basis for influence study of medical tourism consumption intentions.The third part is an assuming-setting on the influence of dimensions of tourists' risk perception to the consumption intention in medical tourism.Based on the literature review and expert evaluation method,it find out the dimensions of medical tourism risk perception,which including “Physical \Service\Equipment\Function\ Financial \Communication\ Psychological\ Time\Society\ Policy & Ethics”risk perceptions.And in this way,set an assuming that the visitor's risk perception will influence the consumption willingness,which build the basis of this study.Part four is a study design,through the construction of the dimension and the influence hypothesis,designed the questionnaire,and used online and offlined channels for the issuance of the questionnaire,obtained first-hand data,determined the overall process of the questionnaire in a priori case.The fifth part is an empirical study,which based on the priori study,to build a formal questionnaire about medical tourism consumption of medical tourism tourists' perceived risk.Based on SPSS20.0,there is a multiple data analysis or exam,and finally,there is a conclusion that some kind of medical tourism risk perception will influence medical tourism consumption willingness significantly.The last part is an analysis of result and suggestion.The result inflect that the demensions like Service\Equipment\ Financial \Communication\ Psychological\ Time\ Policy & Ethics risk perception will influence visitors' consumption willings significantly,and the Policy & Ethics risk perception is relatively more important influence factor.So,started with the consumption risk,the countermeasures and suggestions on the development of medical tourism consumption in China are summarized,and finally,some innovation and deficiencies of this paper are reviewed,and it made an outlook for future research.