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In recent years, the endless travel agency product quality issues, consumer complaints, travel agencies, travel industry, poor image. 2009, the State Council promulgated the \\This shows that the tourism industry, especially the travel industry attaches great importance, but also exposed the travel agencies there is a serious problem, it is urgent to solve. Therefore, in this context, focusing on how to reshape the good image of the travel agency to change the way consumers view travel agencies, travel agency products purchase intention, the travel industry better development of this study is significant. In order to enhance consumers 'willingness to buy products agencies, travel agencies must be from the consumer's point of departure, to explore the main factors affect consumers' willingness to buy. Perceived risk on consumer purchase intention has been widely confirmed, but from a product perspective in the field of tourism research studies are rare. Therefore, the perspective of the perceived risk of travel products from a consumer to start, in-depth Analysis of consumers' perceived risk and willingness to buy, and further analysis of the differences and perceived risks of different consumer purchase intention to improve the perceived risk theory and tourists behavior theory. Domestic and foreign research results about the perceived risk and willingness to buy collate and summarize on this basis, the research framework. Through questionnaires, group interviews, a literature search to collect data with SPSS17.0 software for data analysis. The results show that, first, the consumption in the perceived risk of travel agency products includes five dimensions: product quality risk, physical risk, financial risk, time risk and psychosocial risk. Overall, consumers perceived risk of travel products higher, especially on the financial risk and the risk of product quality, and lower risk of social psychology. Second, the willingness to buy consumer travel products is weak, low rating agencies integrity, to travel through the purchase of Travel Agency Products spending habits have not yet formed. Different gender, age, education level, income level, occupation, as well as consumer purchasing experience in the perceived risk dimension and there are significant differences in purchase intention. Third, the perception of risk greater influence on consumer purchase intention, the physical and financial risks affect consumers' willingness to buy the two most important perceived risk dimension. By regression analysis can be drawn, consumer travel agency product quality risks, physical risks and financial risks and willingness to buy was a significant negative correlation. From the point of view of the market segments, the perceived risk dimension purchase intention impact on all market segments of the population differences. Overall, the physical risk, the risk of product quality on consumers' willingness to buy the negative impact, and social and psychological risk negative effect on purchase intention minimum. Based on the above conclusions, Finally, the travel agency marketing practice targeted, practical recommendations.
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