近年来我国旅游业飞速发展,但是旅游保险却并没有与时俱进,相对于西方发达国家更是显得发展缓慢。旅游保险的导演是保险公司和旅行社,主角是旅行社和旅游者,他们对于旅游保险的消费心理,直接影响着旅游保险和旅游业的发展。旅游保险消费活动中的消费者心理是复杂的生动的可塑的,本文旨在对此加以粗浅的分析,并对旅游保险营销提一些粗浅的思考。 In recent years, the rapid development of China’s tourism industry, but the travel insurance did not keep pace with the times, compared with the developed countries is even more developed slowly. The director of travel insurance is insurance companies and travel agencies, the protagonist is travel agencies and tourists, their consumer psychology for travel insurance, a direct impact on the development of tourism insurance and tourism. The consumer psychology in the travel insurance consumer activities is complex and vivid plasticity. This article aims to make a superficial analysis on this and give some superficial thoughts on the travel insurance marketing.