A Study On The Structural Relationship Between Tourism Risk Perception And Behavioral Intention In The Post-epidemic Era

Tourism is a sensitive and fragile industry,and its development process can be easily affected by various crises and emergencies.At present,there are few research cases on tourism risk perception at home and abroad,and most of them take natural disasters and social unrest as the research objects,and there’s a lack of research on the overall influence of tourists’ risk perception on their destination image,tourism attitude change,and willingness to travel behavior in the context of public health emergencies,and the research on the influence paths and mechanisms of tourists’ risk perception and willingness to travel behavior is not yet comprehensive.As a result,it is difficult for tourism destination management agencies to fully grasp the influencing factors of tourists’ behavioral intentions in the post-epidemic period and thus cannot scientifically form tourism destination management decisions.Based on this,this study explores the structural equation model of tourists’ risk perception and willingness to travel based on the theory of tourism risk perception and the model of the influence relationship between the willingness to travel and the willingness to travel of tourists with high risk perception,in order to understand the overall influence relationship among the factors and the influence relationship,characteristics and patterns of the willingness to travel of tourists with high risk perception during the post-epidemic period,so as to remedy the shortcomings of existing studies.This study provides a theoretical basis for the sustainable development of tourism destinations in the post-epidemic period,and also provides strategic references for the formulation of epidemic prevention and control policies,tourism product development,and marketing and promotion of tourism destinations in the post-epidemic period.A self-administered questionnaire survey was conducted nationwide among 1000 Chinese citizens,and descriptive Statistical analysis,factor analysis,correlation analysis,structural equation model analysis and hypothesis validation were used to verify the hypothesis of the relationship between tourists’ risk perception on destination image,tourism attitude change and willingness to travel behavior,while the key influencing factors and patterns of willingness to travel behavior of high-risk perception tourists were obtained through multiple regression analysis.The conclusions could be obtained as follows:(1)stronger tourists’ risk perceptions will have a negative effect on the destination’s tourism image,cultural/natural image and stability image,thus enhancing the destination’s unstable image;(2)stronger tourists’ risk perceptions will result in a change in the tourist attitude,and the tourists who originally had the intention to travel will consider changing their destination;(3)the stronger the risk perception of the tourist destination will have a negative effect on the tourists’ behavioral intention;(4)the enhancement of tourism attitude change will have a negative impact on behavioral intention,which in turn affects tourists’ final tourism decision;(5)the enhancement of tourists’ destination risk perception will have a negative impact on their behavioral intention,leading to a decrease in their willingness to travel to Sanya;(6)for high-risk perceived level tourists,destinations should focus on enhancing the reassured image while reducing the unstable image.This study can provide a theoretical basis for the sustainable development of the domestic tourism destination market in the post-epidemic period,and provide practical suggestions for the management of tourism destinations in the post-epidemic period,such as guiding tourism destination-related enterprises to strengthen their crisis response capabilities,and enhancing the quality and competitiveness of products and services.