自然观光地旅游者的风险感知变化及差异分析——以九寨沟自然风景区为例

RISK PERCEPTION CHANGES AND DIFFERENCES ANALYSIS FOR NATURAL SIGHTSEEING TOURISTS——A CASE STUDY OF JIUZHAIGOU

旅游风险感知就是旅游者在其旅游行为前及过程中对可能发生的负面结果的感知,风险感知目前已成为旅游安全研究中的重要内容。通过构建旅游者风险感知量表,以九寨沟为案例地进行实证研究得出:(1)旅游者感知风险主要分为3个维度:功能障碍型、危机事件型及文化冲突型;(2)旅游者的总体风险感知较小,其中功能障碍型风险较大,其次为危机事件和文化冲突,并且地震等危机事件并未成为旅游者担心的主要风险;(3)不同旅游者的差异主要体现在"花费冤枉钱"、"迷路或与同伴走失"、"语言障碍"等方面,性别、地域、是否经历过灾害、是否买保险、是否带药品等因素对各类风险感知差异没有显著影响。旅游者风险感知研究为完善旅游安全理论提供了参考,并且对旅游地的风险管理提供了依据,具有指导和借鉴意义。

According to Maslow＇s Need Hierarchy Theory, safety is the second most significant need for hu- man beings,only next to physiological need. Since tourism is a thriving industry worldwide and increasing people are involved in travelling, security has become one of the most important factors for tourists. Tourism Risk Perception is tourists＇ perception of negative consequences that may occtlr before and during their travels. Based on the literature review, risk perception has developed into an important part in tourism study nowadays, and has a far-reaching influence on tourism decision-making process. Through open-ended questionnaires＇ research, this paper builds a scale of tourists＇ risk perception composed of 18 indicators, including geological disasters, meteorological disasters, crime, disease, traffic accidents and so on, which provides basis and reference for research in other natural sight-seeing. Taken Jiuzhaigou as an example, through empirical analysis, this paper gets some conclusions as follows. （1） Based on factorial a- nalysis, the risks tourists percept can be divided into three main dimensions： dysfunction, crisis event and cultural conflict. Among them, dysfunction is the most at risk, crisis event comes next, while cultural conflict is least. （2） The overall risk perception of tourists is inconspicuous. And the risks perceived dur- ing the tour are less than which were imagined before the travel. This indicates that travelling in Jiuzhai- gou is safer than peoples~ imagination. The crisis events such as earthquakes are not the main risks which tourists worried about. （3） The parameter test analysis shows that： dysfunction risk has a significant difference among tourists who have travelled to Jiuzhaigou for different times, and who differ in age and education level. Cultural conflict risk shows a significant difference among tourists who have different oc- cupation, education level and income level. And crisis event risk has no difference among different groups of tourists. The differences among different groups of tourists are mainly reflected in ＂waste of money＂, ＂lost or losing companion＂ and ＂language barriers＂. Besides, gender, region, whether or not experienced disasters, whether or not bought insurance, whether or not carried drugs and other factors have no signifi- cant effects on the differences among various types of risk perceptions. Based on these findings, some rec- ommendations are raised to tourism marketers for promoting the tourism products. The tourists＂ risk per- ception research in this study provides a reference to improve tourism safety theory and has an important significance on the planning and management of tourist destination. This scale of tourists＇ risk perception has its own characteristics in natural disasters and cultural conflicts dimensions. And it provides a prelimi- nary framework for the research on tourism risk perception in natural sight-seeing, such as Jiuzhaigou. The adaptability of the scale of tourists risk perception in holiday and cultural tourist destinations could be researched further in the future.