A Study On Tourists’ Perception Of Island Tourism Risks

In recent years,with the growth of economy,the scale of island tourism market is growing stronger,island tourism has become one of the hot spots of tourism market.With the rapid development of island tourism,the risk problems of island tourism,represented by tourists drowning and imperfect tourism facilities,are becoming more and more prominent.In addition,the one-sided publicity of social media further increases tourists’ concern about the risk of island tourism.How to effectively avoid the risk of island tourism has become one of the urgent problems to be solved in the development of island tourism.Therefore,in order to better promote the development of island tourism,it is very necessary to study the risk of island tourism from the perspective of tourists’ perception.This thesis systematically combs the domestic and foreign research results on island tourism and tourism risk perception,builds the island tourism risk perception research model according to the risk perception measurement model,proposes the research hypothesis of this thesis,and tests it.Based on the relevant scales of tourism risk perception at home and abroad,a set of scales suitable for measuring island tourism risk perception is designed.In this thesis,Zhoushan Islands is selected as a case for empirical analysis,questionnaire survey and mathematical statistics are adopted to conduct a quantitative analysis of tourists’ perception of island tourism risk.Research findings:(1)The island tourism risk perception scale in this study includes seven dimensions: cost risk,accident risk,social risk,service risk,facility risk,health risk and natural risk.(2)Tourists’ perception of tourism risk in Zhoushan Islands is at a medium level.Tourists are most concerned about cost risk and least concerned about social risk.(3)Tourists with different demographic characteristics and tourism behavior characteristics have different perceptions of island tourism risk,which is manifested in that tourists of different genders have significantly different perceptions of service risk,facility risk,social risk and natural risk,and tourists of different ages have significantly different perceptions of health risk,social risk,accident risk and natural risk.Tourists with different levels of education have significant differences in their perceptions of service risk,facility risk,health risk and social risk;tourists with different occupations have significant differences in their perceptions of cost risk and social risk;tourists with different levels of income have significant differences in their perceptions of cost risk and natural risk.There are significant differences in the perception of facility risk,social risk and accident risk among tourists with different island tourism times,and significant differences in the perception of health risk and social risk among tourists with different understanding of island tourism risk.Through the analysis of tourists’ perception of island tourism risk,it is found that tourists’ perception of island tourism risk is multi-dimensional and different tourists’ perception of island tourism risk is different.Therefore,in order to promote the healthy development of island tourism and improve the sense of security of tourists in island tourism,this thesis puts forward suggestions to reduce the risk of island tourism from the perspective of tourists,government,tourism enterprises and communities,which are four stakeholders related to tourism.