Study On Tourism Risk Perception And Avoidance Behavior Of Tourists To Thailand

With an increasing number of outbound tourists in China,the number of countries and regions that travel abroad is constantly expanding,and the risks of outbound tourism are becoming increasingly complex.which cannot be ignored.To ensure the safety of individual outbound tourists,it is necessary for the Ministry of Foreign Affairs and other government departments to provide effective consular protection.However,in recent years,there have been frequent "Giant Baby" Chinese tourists.Some tourists still travel to high-risk countries after the Ministry of Foreign Affairs or the Ministry of Culture and Tourism frequently issued outbound security tips.After the emergent crisis,the government has to pay a lot of financial and human resources to shoulder the wide-ranging evacuation of overseas Chinese.At the same time,in recent years,emergency management has changed from "emphasizing post-event disposal" to "emphasizing pre-prevention",while the latter emphasizes the importance of "risk awareness".Therefore,to ensure the safety of residents’ outbound tourism and reduce unnecessary personal and property injuries in the process of outbound tourism to the greatest extent.,it is of vital importance to reasonably improve the risk awareness of tourists and encourage tourists to take correct risk aversion behaviors.This paper takes tourists to Thailand as an example,proposes research hypotheses and designs questionnaires based on literature review and theoretical basis,combining with the research characteristics of this paper.Pre-survey and formal investigation were carried out in the form of questionnaire star forwarding on the network and on-site distribution at Baiyun Airport in Guangzhou.In this paper,reliability and validity tests,two-factor model,variance analysis,correlation analysis and structural equation were used to explore the status of tourist risk perception,influencing factors and the effect of avoidance behavior.The results show that the traffic safety risk perception level of tourists to Thailand is the highest,followed by the wading safety risk perception,and finally the social security risk perception.Educational background has a significant difference in tourism risk perception oftourists to Thailand.Disaster information positively affects tourism risk perception,trust negatively affects tourism risk perception,and the impact of self-efficacy on tourism risk perception fails the significance test.Only traffic safety risk perception has significant positive impact on avoidance behavior.Finally,this paper puts forward emergency management suggestions in strengthening publicity and education of public risk awareness,improving the exit security risk warning information system and promoting tourism enterprises to improve their emergency response capability.