DOI: 10.36347/sjebm.2016.v03i11.003

Pages: 605-610

Tourism overcharging events occur time and again, which exert an influence on the destination. In previous researches, scholars have studied much on the concept, influence and coping strategies of tourism crisis events through qualitative research, while quantitative research on the mechanism of tourism crisis events are less, especially from the angle of governmental efforts. In order to deepen the theoretical study of tourism crisis events, using urban destination as the research object, this paper adopted the experimental research method by designing two hypotheses and two experiments. The results of the study show that: first, when tourism overcharging event happened in a urban destination, the evaluation of potential tourists to the tourism destination image decreases significantly; second, comparing to no effort of the government, the government adopted the step of identification to solve the tourism overcharging event can significantly reduce the negative evaluation of potential tourists. On the basis of this above, the paper stated the theoretical and practical significance of the research and then put forward the direction of future research.