Research on the Influencing Factors of Online Tourism Product Purchase Intention in Ethnic Minority Areas—Taking Ganzi Tibetan Autonomous Prefecture as an Example

Abstract

[Purpose] Fully explore the humanistic value of tourism resources in ethnic minority areas, explore the current situation and improvement direction of their tourism products, and promote the high-quality improvement of their tourism products. [Method] Taking online tourism products in Ganzi Prefecture, Sichuan Province as the research object, a covariance based structural equation model was used to study the impact of destination characteristics, tourists' perceived usefulness, perceived risk, and tourists' trust on the overall purchase intention of tourism products in Ganzi Prefecture from the perspective of consumers. [Results] Research shows that consumers' perceived usefulness, trust level, and tourism destination characteristics have a significant positive correlation with the overall purchase intention of tourism products in Ganzi Prefecture. Perceived usefulness is the core influencing factor that affects the overall purchase intention of tourism products in Ganzi Prefecture, and there is a negative correlation between perceived risk and the overall purchase intention of tourism products in Ganzi Prefecture. [Conclusion] In the design and creation of online tourism products in Ganzi Prefecture, it is necessary to fully respect and consider consumers' psychological preferences for tourism destination characteristics, perceived usefulness, perceived risk, and level of trust. The research results will provide management decision-making and reference for tourism product planning companies in ethnic minority areas.