我国居民的风险与制约感知对出境旅游意向的影响研究

The influence of Chinese residents' constraints and risks perception towards outbound travel intention

作为全球第一的出境旅游客源市场,过去十年来,规模飞速增长的中国出境旅游市场倍受国内外关注。但是,中国公民在境外遭遇的各类突发安全事故同样不容忽视。人们对风险和制约的感知会导致他们旅游行为的改变,因此,了解中国旅游者对出境旅游的风险和制约的感知,以及这些感知对出境意向的影响,有助于目的地营销组织更好地预测他们需求与行为。文章通过结构方程模型验证了被调查者的家庭经济状况、过往旅游经验、感知制约、感知风险与他们的出境旅游意向之间的关系。研究结果表明,家庭经济状况越好、过往旅游经验越是丰富、对出境旅游制约的感知程度越低的被调查者拥有更强烈的出境旅游意向。感知风险与出游意向之间的关系则有待进一步论证。

As No. 1 global tourism source market, the Chinese outbound travel market has re-ceived much attention both at home and abroad in the past ten years. However, security incidents hap-pened to Chinese outbound tourists cannot be neglected. People’s risks and constraints perception will cause them to change their travel behavior. As a result, ifs of great importance to have thorough knowl-edge of Chinese tourists, risks and constraints perception towards outbound travel. Also, the DMOs can better forecast their demands and travel behavior with these information. This study uses SEM analysis to testify the relationship among respondents’ household financial condition, past travel experience, perceived constraints, perceived risks, and their intention towards outbound travel. It is found that respondents with better household financial condition, richer past travel experience, and lower percep-tion of constraints have stronger intention towards outbound travel. The relationship between perceived risks and outbound travel intention needs further verification.