The Impact Of Tourists’ Safety Perception On Their Behavior Intention In High-risk Projects

With the increase of residents’ disposable income and leisure time,people’s demand for tourism is more and more vigorous.In order to meet the diversified consumption needs of tourists,the development of tourism projects in China is gradually developing towards leisure sports tourism.Tourism enterprises and scenic spots have invested in a large number of challenging and stimulating high-risk tourism projects,attracting a large number of tourists.Compared with traditional sightseeing tourism projects,high-risk tourism projects have more potential safety hazards and higher possibility of accidents.The occurrence of high-risk tourism project safety accidents will inevitably have a negative impact on tourism enterprises,scenic spots and tourists.However,due to the accidental and hidden characteristics of tourism safety accidents,tourists’ perception of tourism safety does not only stay at a specific time point,but runs through the whole process of tourism service.However,among the existing academic achievements,there are few researches about the safety perception of tourists in high-risk tourism projects.The safety perception of tourists in high-risk tourism projects is worthy of more detailed research.Therefore,this study aims to explore the impact mechanism of tourists’ safety perception on their behavior intention in high-risk tourism projects by using a variety of methods.Based on Planned behavior theory,this study discusses the impact of safety perception of high-risk tourism projects on their behavior intention,introduces safety perception as an intermediary variable and tourism experience as a regulatory variable,and constructs a research model.This study takes the tourists of high-risk tourism projects as the research object to conduct a questionnaire survey.A total of 684 valid questionnaires were collected from the pre survey and formal survey.Through the empirical test,the following conclusions are drawn:(1)the subjective norms,attitudes and perceived behavior control of tourists of high-risk tourism projects have a direct impact on the behavior intention of tourists.(2)The safety perception of tourists in highrisk tourism projects plays a partial intermediary role in the relationship between subjective norms,attitudes,perceived behavior control and behavior intention.(3)Tourism experience plays a moderating role in the relationship between subjective norms,attitudes,perceived behavior control and security perception.Combined with the theory of planned behavior,this study clarifies the impact mechanism of tourists’ safety perception on their behavior intention in high-risk tourism projects,expands the research on tourists’ safety perception in high-risk tourism projects,provides some theoretical basis for the empirical research of high-risk tourism projects in the future,and also provides some management enlightenment for relevant enterprises.