我国游客对境外“打工度假”的风险感知及旅游动机分析

The Analysis of Perceived Risk and Motivation for Working-Holiday Tourists

打工度假是一种新型的旅游方式且以青年群体为主,对旅游风险感知和旅游动机的研究对其未来发展具有一定借鉴意义。通过问卷调查,用因子分析法萃取出4项打工度假的旅游风险感知因子(国内环境、文化差异、身心安全和目的地工作环境)、3项打工度假的旅游动机因子(能力提升、开拓眼界和摆脱现状),通过相关分析发现:国内环境、身心安全和目的地工作环境的风险感知会显著影响能力提升和摆脱旅游现状的旅游动机。因打工度假的特殊性,文化差异上的旅游风险感知对旅游者决策并不会造成显著的影响,而旅游者的动机更偏向能力提升和摆脱现状方面而非开拓眼界,并据此采取相关管理措施。

Working-holidays are a new type of tourism,which is mostly popular among the young people.The study of tourists’perceived risk and its motivation has some reference meaning to the development tendency of working-holiday in the future.This article empirically analyses the tourists’perceived risk and its motivation through the means of questionnaires.By means of factor analysis,it extracts four factors of perceived risk:domestic environment,cultural differences,physical and mental safety and the working environment in the destination as well as three factors of tourism motivation:ability promotion,broadening horizon,and shaking off the status quo.Through correlation and multiple regression analysis,it finds out that the risk perception of the domestic environment,physical and mental safety and the working environment in the destination can significantly affect the tourism motivation of ability promotion and shaking off the status quo.Because of the peculiarity of working-holiday travel,the tourists’perceived risk of cultural differences does not have a significant impact on tourists’decision-making,while tourists’motivation is more inclined to improve their ability and get rid of the current situation rather than open their horizons.Therefore,the development of working-holidays should pay more attention to the normativity of the domestic institutions and the destination company.