The Relationship Between College Students’ Tourism Risk Perception and Tourism Intention: The Moderating Role of Tourism Attitude—An Empirical Study Adapted to Sichuan’s Tourism Characteristics

DOI

10.2991/978-2-38476-611-6_70How to use a DOI?

Keywords

Tourism Risk Perception; Tourism Attitude; Tourism Behavior Intention

Abstract

Following adjustments to COVID-19 prevention and control policies, local governments have issued measures to boost cultural tourism consumption, attract tourists, and drive regional economic growth. Sichuan Province has abundant cultural and natural tourism resources, which are a core advantage for the high-quality development of local tourism. All core variables in this study are revised and adapted to Sichuan’s regional tourism characteristics, including Tourism Risk Perception (TRP), Tourism Attitude (TA), and Tourism Behavior Intention (TBI). Although the three variables are closely correlated, few studies have examined their underlying mechanisms in the Sichuan context. Based on a questionnaire survey of 1,624 college students (215 males, 1409 females), this study examines the relationships among TRP, TA, and TBI. The results show that: (1) TRP negatively and significantly predicts TBI; (2) TA positively and significantly predicts TBI; (3) TA serves a significant negative moderating role in the relationship between TRP and TBI (β = − 0.111, p < 0.001); (4) economic risk is the most prominent concern for college students, who strongly demand exclusive preferential policies (e.g., discounted tickets, accommodation) to reduce travel costs, followed by safety risk demands. The model fits well (R² = 0.617, F(7, 1616) = 372.589, p < 0.001). These findings provide theoretical and empirical support for Sichuan’s cultural and tourism authorities in developing the college student tourist market.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 3.0 International License (http://creativecommons.org/licenses/by-nc/3.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yinqiu Tan
AU  - Xia Kong
PY  - 2026
DA  - 2026/09/07
TI  - The Relationship Between College Students’ Tourism Risk Perception and Tourism Intention: The Moderating Role of Tourism Attitude—An Empirical Study Adapted to Sichuan’s Tourism Characteristics
BT  - Proceedings of the 2026 12th International Conference on Digital Humanities and Frontiers in Social Sciences (DHFSS 2026)
PB  - Atlantis Press
SP  - 639
EP  - 647
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-611-6_70
DO  - 10.2991/978-2-38476-611-6_70
ID  - Tan2026
ER  -