游客视角下山地安全性对旅游意愿的影响研究——以四姑娘山为例

Research On Impact of The Safety of Mountain On Travel Intention From Tourists'Perspective--Take Siguniang Mountain as an Example

山地旅游是四川地域旅游的重要组成部分,具有接待游客和促进旅游业发展的作用。但山地旅游在旅游环境、服务内容中存在安全隐患,降低了游客安全意愿。本文以四姑娘山山地旅游为研究对象,从游客视角建立山地旅游安全影响因素模型,通过文本分析法、问卷调查法等分析山地安全性对旅游意愿的影响。结果表明:(1)不同职业对山地旅游的安全期望、游客满意度有显著性差异,其他因子与变量之间均无显著性差异。(2)游客对山地旅游地的安全感知、安全期望与满意度之间存在正向显著影响。(3)游客的安全感知提升山地旅游区域的品牌知名度等因素中具有重要的作用。最后基于以上结果提出建议。

Mountain tourism takes an important role in Sichuan tourism and has the function of receiving tourists and promoting tourism development,however,the safety hazard in its environment and service weaken travel intention.This paper takes Siguniang mountain as an example,establishes the influence-factor model under the tourists'perspective,analyzes the impact of the safety of mountain tourism on the travel intention with network text analysis,questionnaire survey,etc.,where the results show that:(1)Different people with occupations have different satisfaction to the safety;(2)There are positive correlation among safety perception,safety expectation and satisfaction;(3)The tourists’perception to safety takes major role in the promotion of the scenic spot’s brand.Finally,the strategy based on the results is proposed.