大陆居民对北京雾霾的旅游影响感知和态度研究

Mainland Chinese residents' perception of tourism impacted by haze in Beijing and their attitudes

环境质量是影响目的地旅游竞争力和可持续发展的重要因素。近年来,中国大陆出现了大范围的严重空气质量问题,雾霾成为备受关注的环境问题,关于雾霾的成因及其影响和防治成为当前学术研究的热点。包括北京在内的许多旅游城市饱受雾霾的困扰,雾霾对旅游业的负面影响开始显现,并成为当前旅游发展和学术研究的新问题。北京是世界知名的旅游目的地,旅游业在北京经济社会发展中占有重要地位,科学揭示雾霾对北京作为目的地旅游市场需求的负面影响,对于丰富雾霾影响的认识以及深化旅游研究具有重要意义。本文利用问卷星和微信平台进行了在线问卷调查,通过滚雪球方式获得了大数量较高可靠性的样本数据,研究了京外大陆居民对北京雾霾的旅游影响感知及其决策行为倾向,分析了大陆居民对北京雾霾感知的群体差异。研究表明:1在国内外媒体的广泛报道、亲友的口耳相传以及亲身经历等渠道的综合影响下,大陆居民对北京的雾霾及旅游健康风险、旅游体验风险均有十分强烈的感知;2在雾霾的持续困扰下,北京国内旅游需求减弱,市场增长速度放缓,同时也加剧了北京旅游市场的季节波动;3高学历、高收入群体对北京雾霾的旅游影响更加敏感,雾霾严重地区的居民对北京雾霾的感知强度明显大于雾霾不严重地区的居民,雾霾严重地区的居民在旅游目的地选择方面也更加排斥北京。

Environmental quality of a tourist destination is a significant factor influencing its competitiveness and sustainability. Over the past few years, the majority of China's Mainland citizens have suffered from widespread air pollution problems, and haze has become an extensively concerned environmental issue, and the cause, impact, and prevention of haze have also become a current hot research topic in China. Since many tourist cities including Beijing suffer from haze, its impacts on tourism are emerging and becomes a new issue in tourism development and research in China. Beijing is a worldly famous tourist destination where tourism industry plays an important role in its economic and social development. It is very significant and emergent to reveal the negative impacts of air pollution on its tourism demand for enriching people＇s knowledge of haze and deepening tourism research. In this article, the authors made a questionnaire survey on the Mainland Chinese residents＇ perception of tourism impact of haze in Beijing and their decision-making behavior tendency by snowball sampling with the help of WeChat and ＇ sojump, corn＇ , and analyzed the group difference of haze perception of Mainland Chinese residents out of Beijing. It is founded in this survey that：（1） Owing to the combined impacts of media report, word of mouth of friends and relatives, and also on-site experience, the Mainland Chinese residents have strong perception of health risk as well as experience risk if encountering severe smog when visiting Beijing. （2） Due to the negative impacts of severe haze problem, demand of Beijing as a tourist destination has decreased, and its tourism development speed has slowed down, and also the seasonality of its tourism reception has been intensified. （3） Social groups with highert-level education and more incomes are significantly more sensitive to tourism impact of haze than those with poor education and low income ; meanwhile, people residing in area with more serious haze problems have stronger perception of haze＇s tourism impact than those living in area with less or without haze problem, and the former is more likely not to visit Beijing than the latter when air pollution is severe in Beijing.