Research Article
The Impact of Risk Perception on Tourists' Behavior Intention under the Background of Big Data: Based on TPB Expansion Model
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334407, author={Qimin Wu}, title={The Impact of Risk Perception on Tourists' Behavior Intention under the Background of Big Data: Based on TPB Expansion Model}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={big data risk perception tourism destination behavioural intention tpb extension model}, doi={10.4108/eai.19-5-2023.2334407} }- Qimin Wu
Year: 2023
The Impact of Risk Perception on Tourists' Behavior Intention under the Background of Big Data: Based on TPB Expansion Model
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334407
Abstract
Sudden crisis events will affect tourists' risk perception, risk perception further affects tourists' travel intentions, and the advent of the era of big data has further improved tourists' perception of risks. Starting from the background of big data, this paper selects tourists from tourist places in Guizhou, collects data by questionnaire, combines risk perception theory, and introduces emotional evaluation and situational factors into the TPB model to study tourists' behavior intentions from the perspective of risk perception. The results show that: (1) four factors, namely attitude, perceived behavioural control, emotional evaluation and situational factors, have a direct influence on tourists' behavioural intention (p<0.05), among which tourists' behavioural intention is most influenced by emotional evaluation (β=0.186); (2) cognitive degree does not have a direct influence on tourists' behavioural intention (p>0.05); (3) risk perception directly influenced cognitive level, situational factors and perceived behavioural control (all p<0.05), with situational factors and perceived behavioural control playing a mediating role.
