DOI: 10.14704/nq.2018.16.5.1382

Impact Mechanism of Tourism Risk Perception Based on Psychological Theory and Brain Cognitive Science

Xiu Wen


In recent years, people's living standards are increasing continuously and people are paying more and more attention to leisure activities. As one of the most important ways of leisure activities, the tourist market is developing rapidly, which poses more stringent requirements for the improvement of problems and risk in tourism market. Based on psychological theory and brain cognitive science, this paper studies the mechanism of tourism risk perception through EEG experiments. The research results show that according to hypothesis 1 and hypothesis 2, the main effect between individuals preparing to travel and tourism decision-making behavior is significant due to personal preference, whether time is convenient or time preference. Based on the results of LPP data analysis, the hypothesis 3 can be verified. Those people who travel frequently are less capable of perceiving risks, which can also verify hypothesis 4. People believe those places with more perfect facilities are safer, so they have worse perception of risk. The research conclusions of this people are conducive to reducing tourism risks of tourists and can also help tourism agencies provide more appropriate and caring services for tourists.


Psychology, Brain Cognition, Tourism Risk, Perception Impact

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