Research On The Impact Of Perceived Risk On Potential Tourists’ Tourism Purchase Decision From The Perspective Of Tourism Crisis

With the sustainable development of China’s economy,tourism,as a tertiary industry,is developing rapidly.However,due to the vulnerability and sensitivity of tourism itself,and the development of tourism also depends on the primary industry and the secondary industry.The negative impact of emergencies on the tourism industry is very significant.If there is a tourism crisis in a tourism destination,the tourism crisis will directly affect and hinder the development of the local tourism industry.At the same time,potential tourists have a comprehensive cognition of the tourism destination where the tourism crisis occurs.Such comprehensive evaluation and cognition will affect the potential tourists’ perception of the tourism destination risk to a certain extent.Potential tourists’ perception of destination crisis and potential tourists’ perception of destination risk will affect tourism purchase decisions.Therefore,the research on tourism crisis and perceived risk of tourism destination has been paid more and more attention by scholars at home and abroad in recent years.It is very important to study the influence mechanism of tourism crisis on potential tourists’ tourism purchase decision-making and its internal influencing factors.In2020,the novel coronavirus pneumonia epidemic swept the world,causing a fatal blow to tourism industry,and also seriously affected the tourism confidence of potential tourists,which had great impact on the potential tourists’ perceived risk and tourism purchase decision.Based on the novel coronavirus pneumonia epidemic situation in 2020,this paper studies the relationship between tourism crisis,perceived risk and potential tourists’ tourism purchase decision,and explores how tourism crisis affects tourism purchase decision by perceived risk.Whether perceived risk plays an intermediary role in the impact of tourism crisis on potential tourists’ Tourism purchasing decisions,The above problems are the focus of this paper.Based on novel coronavirus pneumonia novel coronavirus pneumonia epidemic,novel coronavirus pneumonia epidemic situation is studied.The potential tourists’ perception of the crisis of tourism destination in crisis situations and their perceived risks,and the risk perception of tourists under the new crown pneumonia epidemic situation are taken as the breakthrough point.First of all,this paper reviews the literature on tourism crisis,perceived risk and tourism purchase decision-making,defines the concept and divides the dimensions.On this basis,it sorts out the research results of relevant scholars as the research basis of this paper,and grasps the research trends,At the same time,to find a breakthrough in the research,as the innovative starting point and research purpose of this study.Secondly,according to the relevant theories,the paper builds the model,determines the research framework of this paper,modifies the questionnaire on the basis of expert consultation and pre survey,and finally uses the more mature theoretical model and the practical results of small sample test as the basis of empirical research.In the process of data collection,the survey through online questionnaire and offline field survey two ways of data collection,offline survey location is mainly in tourism destination B city.After that,SPSS and Amos statistical analysis software are used to analyze the collected data.On the premise of passing the reliability,validity and model fitting,the final research conclusion is obtained.Empirical analysis and test found that: first,tourism crisis significantly affects potential tourists’ tourism purchase decisions.Secondly,tourism crisis has a significant positive impact on potential tourists’ perceived risk.Among the influence paths of each dimension,the impact of tourism crisis life cycle on physical risk is not significant,and the other paths are significant.Thirdly,under the crisis situation,potential tourists’ perceived risk has a significant negative impact on tourists’ purchase decision.Fourth,the perceived risk of potential tourists plays a partial mediating role in the impact path of tourism crisis on tourism purchase decision.Finally,according to the conclusions of the empirical study,this paper puts forward some suggestions to reduce the impact of tourism crisis events,and help to alleviate the perceived risk of potential tourists.Including: first,multi-channel,multi-way,various means to control the negative impact of the tourism crisis.Second,gradually rebuild,improve and optimize the local tourism development infrastructure in an orderly way to enhance the local anti risk ability.Third,we should pay attention to dynamic coordination,and adopt targeted and differentiated coping strategies for different life cycles of crisis events.Fourth,the establishment of tourism destinations to improve the crisis warning mechanism,summarize experience,improve the process.Fifthly,we should correctly evaluate the tourism crisis and build a reasonable and perfect communication system with the help of information media.