九寨沟景区震后目的地风险感知对出游行为意向影响测量

MEASUREMENT OF THE IMPACT OF DESTINATION RISK PERCEPTION ON TRAVEL BEHAVIOR INTENTION AFTER EARTHQUAKE IN JIUZHAIGOU

采用实证研究设计,使用相关分析和回归分析等方法处理数据,测量震后九寨沟景区潜在旅游者目的地风险感知对于出游行为意向的影响。结果表明:大多数受访者非常关注震后九寨沟景区情况,对目的地风险更趋向于负面感知,认为景区遭到地震严重破坏,现阶段处于恢复重建的关键期;除性别外,年龄、学历、是否去过九寨沟分别与多项感知行为变量有不同强度和方向的相关性,目的地风险感知对出游行为意向的影响存在显著的差异化特征;景区闭园时间非常长的判断和现阶段不安全的风险认知将极可能导致潜在游客不再去九寨沟,但当他们越关注震后情况,越能修正错误判断和负面出游意向;通过灾后恢复重建进展和成果的实时报道,特别是正面的灾后旅游目的地形象宣传营销,将有效降低风险感知和提振旅游市场。

This study investigates the relationships between risk perception and travel behavior intention of domestic tourists who are supposed to visit Jiuzhaigou after the 7.0-magnitude earthquake struck it on August 8,2017.The study employed correlation analysis and regression analysis to measure the impact of potential tourists’destination risk perception on travel behavior intention after the earthquake.The results show that:Most of the respondents are very concerned about the situation of Jiuzhaigou after the earthquake,and think that Jiuzhaigou has been severely damaged by the earthquake and is still at a critical period of recovery and reconstruction,Potential visitors tend to have a negative perception of the destination risk.Demagraphical variables like gender,age,education,and past travel experiences are correlated with a number of perceived behavioral variables in varying degrees and directions.The influences of destination risk perception on travel behavior intention varies a lot.The perception that the park is closed for a very long time and the risk perception of insecurity at this stage will most likely deter potential tourists,but the more they,the more they may correct their bias and reduce negative travel intention.It is suggested that news reports about the progress of the recovery and reconstruction,and sustaining efforts towards promotion and marketing may help alleviate risk preception and revitalize tourism market.