Study On The Impact Of Perceived Risk On Tourism Intention Of College Students In Xi’an During The Post-epidemic Period

The COVID-19 outbreak broke out in December 2019,which brought a heavy toll on all sectors of society.It quickly spread across the country.After the outbreak of the epidemic in China,the related departments a took immediate action and developed a series of epidemic prevention and management measures.With the efforts of cooperation of various governments,social circles and social citizens,the epidemic situation in China has developed normally.With the lifting of the ban in Wuhan,China officially entered the post-epidemic period,and various industries resumed work and production one after another.The governments of various regions have formulated some welfare policies in order to promote the development of tourism and alleviate the impact of the epidemic on tourism enterprises,so as to encourage and support people to participate in tourism.Under this background,this study takes the most active and special college students in all tourism groups as our research group.In this study,the Theory of Reasoned Action(TRA),the Theory of Planned Behavior(TPB)as well as the Theory of Perceived Risk are applied as theoretical bases.Among all the tourism groups,the most active and special college students are taken as the research object.We study the impact of the perceived risk of college students in Xi’an on their willingness to travel,and also study the mediating effect of subjective norms.Meanwhile,this paper analyzes the significant differences in perceived risk,subjective norms and tourism intention of different college students.407 valid samples were obtained by issuing questionnaires,and the samples were sorted and analyzed by SPSS22.0 and Amos21.0 tools.There are some results:(1)The four dimensions of perceived risk(physical risk,functional risk,cost risk,psychological risk)have a significant negative impact on college students’ tourism intention.(2)Except for physical risk,the other three dimensions of perceived risk have significant negative effects on the subjective norms of college students.(3)Subjective norms have a positive effect on college students’ tourism intention.(4)In addition to physical risk,subjective norms play a partial mediating role in the relationship between the other three dimensions of perceived risk and college students’ tourism intention.(5)College students with different attributes have differences in perceived risk,subjective norms and tourism intention: Compared with men,female students’ perception of physical risk and functional risk is higher than that of male students,they are more likely to be affected by people around them,and their tourism intention is lower.The post-00 s college students’ perception of physical risk is lower than that of post-80 s and post-90 s.The subjective norms and travel intention of post-80 s college students are higher than those of post-00 s and post-90 s college students.Junior college students have higher perception of physical risk and functional risk.Junior college students and undergraduates have higher perception of cost risk.The monthly cost of living of college students has no difference in perceived risk and subjective norms,and those with a monthly cost of living of more than 2000 yuan have a higher tourism intention.College students who travel 2 to5 times per year have higher perception of cost risk,those who travel more than 5 times have the lowest psychological risk,and those who travel more than 2 to 5 times have higher subjective norms and travel intention than those who travel less than twice.Based on the research conclusions,relevant suggestions are put forward in this study:(1)Launching preferential tourism policies for college students to reduce cost risks.(2)Vigorously promoting parent-child and family travel projects to eliminate cost risks.(3)Strengthening epidemic prevention and control to reduce psychological and physical risks.(4)Real-time marketing to catch the market’s attention and alleviate overall risk perception.(5)Improving service to reduce functional risks and promote tourism intention.(6)Increasing investment in tourism science and technology to enhance tourism intention.