旅游者安全信息渠道整合与内容设计——以钱塘江观潮安全为例

Tourist Safety Information: Channel Integration and Content Design the Case of Safety in Watching Qiantang River Tidal-Bore

有效地提供安全信息是旅游者安全保障的重要条件。以钱塘江观潮安全为例,对政府相关部门网站、商业性旅游网站、旅游地现场三大渠道的信息进行了分析。研究发现,现有旅游安全信息传播渠道与旅游者常用渠道不一致,总体信息量少。通过内容分析,现场安全警示信息可分为4类:一般呼吁式、禁止行为式、事故案例式、知识普及式。结合旅游者行为、心理学、风险沟通等多学科领域知识进行分析,可判断目前这些安全警示有效性不足。对此提出对策:(1)针对传播渠道,加强部门合作、渠道互通、企业披露和信息捆绑,并提出旅游地安全信息整合传播模型,综合考虑旅游者的多重信息角色、安全信息传播的多重渠道和多种形式,提高信息传播效率;(2)针对内容设计,建议多部门、多学科合作,以旅游者为中心,充分考虑旅游者的心理行为特质,设计能够有效增强旅游者安全意识和行为的安全警示信息。

Effective provision of safety information is a basic condition for tourist safety.This study takes the safety in watching Qiantang river tidal-bore as a case and analyzes safety information from three channels：government websites,for-profit tourism websites,onsite information at the tourist destination.It found that the current use of channels for communicating tourist safety information is inconsistent with the channels popular among tourists,and the amount of information is unsatisfactory.Four categories of safety information emerged from a content analysis of onsite warning signs：general appeal to safety,behavioral forbiddance,accident cases,and knowledge dissemination.Combining knowledge from multi-disciplinary domains including tourist behavior,psychology and risk communication,we judge that these safety information is not effective enough.Two lines of suggestions are proposed accordingly.First,about communication channels for safety information,different government departments should cooperate with each other in creating and communicating safety information;different channels should be integrated;tourism firms should be asked and encouraged to disclose safety information;and safety information should be juxtaposed with other information that are necessary and sought for by tourists.Second,about content design of safety information,different departments should also cooperate and integrate multiple related scientific disciplines.Tourists should be taken as the center of safety information design,and their psychological and behavioral characteristics should be fully considered in order to design safety information that can effectively raise their safety consciousness and improve their safety behavior.