An Empirical Study on the Impacts of Tourist Risk Perception on Tourist Motivation and Satisfaction in Xinjiang of China under the Background of the Belt and Road Initiative

Discussing the impact of the crisis in Xinjiang on tourists and tourism plays an important role in Xinjiang tourism industry leveraging the country’s the Belt and Road Initiative and policy support, and constructing the “Silk Road Economic Zone Core Area” and the “Silk Road Economic Zone Tourism Center”. Based on the questionnaire survey of tourists infamous tourism scenic spots, like Urumqi, Bortala Mongolia Autonomous Prefecture, Xinjiang, Hami, Changji Hui Autonomous Prefecture, Yili Kazakh Autonomous Prefecture, and so on. This study used literature analysis, multivariate statistical analysis, and structural equation model. This paper constructed a study on the mechanism and path of the impact of tourism risk perception on the tourism motive and the satisfaction degree of tourism. The results showed that there was a significant positive correlation between tourism motivations and satisfaction, and there was also a significant positive correlation between tourism motivation and tourism satisfaction. The findings of this study provided scientific basis for quantitative decision-making for the crisis management in Xinjiang and the corresponding tourism marketing strategies.

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