滨海旅游地安全氛围对游客安全行为的影响机制——来自三亚和厦门的实证数据

Effect Mechanism of the Tourism Safety Climate on the Visitor's Safety Behavior about Island Tourism Destination: The Empirical Data from Sanya and Xiamen

旅游地安全氛围营造和游客安全行为引导,已引起了学界的广泛关注,但旅游地安全氛围对游客安全行为的影响仍值得探讨。文章建构旅游地安全氛围对游客安全行为的影响机制模型,选择并获取滨海旅游地的研究数据,实证检验了理论模型,研究结果表明:(1)旅游地安全氛围对游客安全态度具有显著的正向影响;在游客安全态度对游客安全行为的作用中,部分具有显著的正向影响;旅游地安全氛围对游客安全行为具有显著的正向影响。(2)游客安全认知、安全情感、安全意向在旅游地安全氛围对游客安全遵守、安全参与行为影响关系中起中介作用。(3)游客安全认知相对于游客安全情感、游客安全意向在旅游地安全氛围与游客安全遵守行为的中介作用都较大;而游客安全情感相对于游客安全认知、游客安全意向在旅游地安全氛围与游客安全参与行为的中介作用都较大;总体上看,游客安全态度在旅游地安全氛围与游客安全遵守之间的中介作用大于游客安全态度在旅游地安全氛围与游客安全参与行为之间的中介作用。

Tourism destinations are becoming more and more popular because of their unique geographical locations, environment and tourism resources. However, typhoons, hurricanes and other natural disasters that occur in tourism destinations gain attention in the news media. Theft, shopping fraud, and other crimes, and other general security problems occur frequently as well. Consequently, the tourism destination safety problem has attracted the attention of scholars. Meanwhile, in the new media era, news reports quickly spread through news media and affect public opinion. Accordingly, security incidents occurring at tourism destinations are widely discussed by potential tourists. Despite this, more and more tourists continue to choose to visit tourism destinations. This study aimed to determine whether or not the safety climate at tourism destinations have an influence on tourists＇ behavior with regard to safety and in what ways the behavior is affected, and to propose a theoretical explanation for these questions. This study found that ＂tourist safety attitude＂ plays an important role in influencing tourist safety behavior in response to the perceived level of safety in tourism. At the same time, based on System Safety Theory, the Triangular Theory of Attitude and the Stimulus-response Theory, we propose the conceptual dimensions of tourism safety climate, tourist safety attitude and tourist safety behavior and establish a conceptual model of the mechanism of the effects of tourism safety climate on tourist safety behavior. Based on the results in the relevant literature, we put forward a theoretical hypothesis. We used an empirical research method and a questionnaire designed based on existing measurement scales to verify this theoretical model and theoretical hypothesis. We obtained the data for this study using a sample questionnaire survey of tourists in the scenic island tourism destinations of Gulangyu Island in Fujian and Sanya in Hainan, China. The empirical analysis produced a number of important findings and conclusions： first, tourism destination safety climate have a concrete and significant positive effect on tourist safety attitudes, and tourist safety attitudes have a moderate positive effect on tourist safety behavior. Tourism destination safety climate have a moderate effect on the tourist safety behavior. Second, tourists＇ safety awareness also plays an intermediary role in the influence of tourism destination safety climate on tourist safety behavior. The emotions of tourists with regard to safety also play an intermediary role in the influence of tourism destination safety climate on tourist safety behavior, and tourist＇ safety intentions play an intermediary role as well. Based on the research discussion and conclusions, the paper puts forward suggestions for the management of island tourism safety. First, public safety services for tourism must be improved so as to create a safe climate for tourists, tourism personnel, the environment, facilities and management. Second, tourists＇ safety awareness must be increased, and tourists＇ safety attitudes strengthened through safety publicity campaigns to enhance the safety awareness of tourists and further improve tourists＇ safety and self-help skills, popularize safety knowledge, and correct tourist safety attitudes. Finally, tourist safety behavior must be guided through various channels and means, such as using traditional media as well as new media and social networks to disseminate security information and the participation of on-site personnel to manage and guide tourist safety behavior.