Study On The Influence Mechanism Of Risk Perception On Tourism Intention Under Normal Epidemic Prevention And Control

In recent years,with the rapid development of social economy,tourism has become an important source of national economic income and employment.At the beginning of 2020,the global tourism industry suffered huge losses from COVID-19,especially in Wuhan,which is in the midst of the epidemic battle,and its tourism development has been in a stagnant state for a long time.But in the country to the national people’s common efforts to resist disease,concentric,a big victory for disease resistance in Wuhan city,at the same time,in the epidemic prevention and control of Wuhan people’s courage also praised by the people of the world,the spirit of learning general secretary in examining lamented in wuhan wuhan will pass the fight against the COVID-19 cases go down in history,the wuhan city image and cultural awareness,the travel industry recovery process accelerating,the rehabilitation and development of other countries and regions in the world tourism has important exemplary role.So,taking wuhan as an example,using the questionnaire and structural equation model,the risk perception of tourism,the relationship between trust and tourism destinations intend and comb and explore the mechanism of action,in order to explore the normalized epidemic prevention and control of tourism destination,the direction and path of,provide policy recommendations for the recovery of tourism.Firstly,through the literature review of domestic and foreign risk knowledge,tourism risk perception,destination trust and tourism intention,this paper puts forward the research hypothesis of the relationship between risk knowledge,tourism risk perception,destination trust and tourism intention,and discusses the influencing factors of tourists’ tourism intention under the normal epidemic prevention and control.Secondly,the influence model among the four variables is constructed,and a scientific and effective measurement scale is developed based on previous studies.Thirdly,questionnaires and structural equation modeling are used to verify the research hypothesis and theoretical model.Finally,on the basis of analysis and research,policy suggestions on tourism destination management under normal epidemic prevention and control are put forward.The specific research conclusions of this paper are as follows:(1)In the two dimensions of risk knowledge,tourists have a high level of overall risk knowledge,among which the understanding degree of COVID-19 knowledge(4.10)is higher than that of tourism risk knowledge(3.95);In the six dimensions of tourism risk perception,physical risk perception is the highest(2.94),followed by social risk perception(2.93)and cost risk perception(2.82),and psychological risk perception is the lowest(2.35).Overall,tourism risk perception is at a low level.The level of destination trust(4.25)was higher than that of intention to travel(3.62).(2)Different demographic characteristics have significant differences in the perception of research variables.In the dimension of risk knowledge,there are significant differences in COVID-19 knowledge in terms of age and education level,and there are significant differences in tourism risk knowledge in terms of age and family after-tax monthly income.Six dimensions on tourism risk perception,physical risk,psychological risk,cost risk,social risk and risk of service in Wuhan travel times and there were significant differences on local,at the same time psychological risks in terms of gender,household after-tax income also exist significant differences,trust and tourism destination will have significant differences in terms of travel times to Wuhan,tourism will also have significant differences in local.(3)Both risk knowledge and tourism risk perception have significant effects on destination trust,and both destination trust and tourism risk perception have significant effects on travel intention.Risk knowledge has the most significant effect on destination trust,with a path coefficient of 0.66,followed by destination trust on travel intention,with a path coefficient of 0.5.Risk knowledge has no significant effect on tourism risk perception and tourism intention,but risk knowledge can have a significant positive impact on tourism intention through destination trust,and the indirect effect is 0.498.Tourism risk perception can also have a significant negative impact on tourism intention through destination trust,and the indirect effect is-0.107.The research conclusions of this paper can not only promote the rehabilitation of tourism industry in Wuhan after the epidemic,but also provide useful references for the development of tourism in other regions under the background of normal epidemic prevention and control.In the context of normal epidemic prevention and control,the tourism management implications of destinations are mainly as follows:improve the dissemination of risk knowledge of tourists and enhance their risk emergency capacity;Strengthen safety protection measures to reduce tourism risk perception;Cultivate the brand image of the city and enhance the trust of tourists as destinations.