Travel is involved in the visitors' subjective cognition on risk attributes and the fuzziness on perceived risk judgment, so the visitors feel uncertainty in purchasing travel products. In this paper we use the membership grade of possibility and serious for travel risk to build the analysis matrix of travel risk, which can describe the visitors' different cognition on perceived risk attribute. After that, we combine the analysis matrix and the degree of risk preference strategy, to build the travel perceived risk averse strategy matrix. This can be used to analyze the visitors' preference averse strategy. In the end, we use the visitors of Kinmen National Park as an example. The result is visitors think the financial and physical risks attributes are higher risks and more serious. This implies that visitors have the characteristic of higher perceived risk and they prefer the averse strategy of buying the travel assurance.