景区地质灾害保险支付意愿研究——以南江大峡谷景区为例

Study on the Influencing Factors of Insurance's Willingness to Pay in Scenic Spots——Taking Nanjiang Grand Canyon as an Example

景区地质灾害保险在我国属于商业保险,多由游客承担。景区地质灾害纯保费的计算和保险的设立,通过研究游客承担地质灾害的支付意愿,可解决地质类旅游景区保险支付意愿与实际风险值不匹配的问题,从而转嫁未来的巨灾风险。基于229份有效问卷,通过多元回归分析和结构方程模型,验证游客关于地质类旅游景区各个影响因素与保险支付意愿维度之间的关联性和作用机制,证明提高风险意识与提高保险支付意愿之间具有强关联性。同时,建立Anylogic三维模型,采取游客疏散等措施,可以降低旅游过程中的风险、提高风险意识,从而提升游客保险支付意愿。

Scenic geological disaster insurance is a commercial insurance in China,and it is borne by tourists mostly.The studying of tourists' willingness to pay for geological disasters can solve the problem that the willingness to pay for insurance in geological tourist attractions does not match the actual risk value,thus passing on the future catastrophe risk.This paper verifies the correlation and mechanism among tourists' geological tourism scenic spots and insurance payment willingness dimensions through multiple regression analysis and structural equation modeling which based on 229 valid questionnaires,as well as proves that raising risk awareness and improving insurance payment.There exists a strong correlation among willingness.At the same time,the establishment of the Anylogic three-dimensional model,taking measures such as evacuation of tourists,can reduce the risks in the tourism process as well as raise the awareness of risk,thereby enhancing the willingness of tourists to pay for insurance.