旅游者信息搜索对旅游安全风险传播效果的影响

Influence of tourist information search on tourism safety risk communication effect

为揭示旅游安全风险传播效果与旅游者信息搜索的关系,引入主观知识变量,分析两者间的影响过程。根据社会信息加工理论、风险社会理论构建调节模型,针对出境旅游者进行问卷调查,采用层次回归分析法,检验旅游者主观知识在信息搜索及各维度与旅游安全风险传播效果关系中的调节效应。结果表明,旅游安全风险传播效果与信息搜索及各维度显著正相关;主观知识虽强化了两者之间的正向关系,但对旅游者网络和传统口碑信息搜索与旅游安全风险传播效果之间关系的调节作用不显著。

In order to reveal the relationship between the tourist information search and the effect of tourism safety risk communication, a variable of the subjective knowledge was introduced. On the basis of both the social information processing theory and the risk society theory, a model was built for moderation of the relationship by subjective knowledge. The moderating effect of subjective knowledge on the relationship was tested by the method of hierarchical regression analysis based on the data obtained by means of a questionnaire survey for outbound tourists. It is found that tourist information search and its various dimensions are significantly and positively correlated with the effect of tourism safety risk communication, and that tourists＇ subjective knowledge strengthens the positive relationship. The paper also reveals that there is no significant effect on the relationship between the tourists＇ network and traditional word of mouth information search and the effect of tourism safety risk communication.