旅游业具有敏感性、关联性的特征使得正常运作的旅游市场会受到各种因素的制约,各种不确定因素的存在是旅游者主观风险认知的来源。旅游者主观风险认知的强弱程度会影响其旅游决策行为,最终影响旅游业的发展。本文主要讨论了旅游者主观风险认知的概念、特征,影响因素,它对旅游业的影响以及应对措施。 Tourism has the characteristics of sensitivity and relevance, which make the normal operation of the tourism market will be subject to various factors, the presence of various uncertainties is the source of tourists’ subjective risk perception. The degree of awareness of subjective risk of tourists will affect the decision-making behavior of tourism and ultimately affect the development of tourism. This paper mainly discusses the concept, characteristics, influencing factors, its impact on tourism and its countermeasures of tourists’ subjective risk cognition.