资源科学 ›› 2017, Vol. 39 ›› Issue (6): 1148-1159.doi: 10.18402/resci.2017.06.14

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雾霾影响下旅京游客风险感知与不完全规避行为分析

张爱平1(), 虞虎2   

  1. 1. 扬州大学旅游烹饪学院,扬州 225127
    2. 中国科学院地理科学与资源研究所,北京 100101
  • 收稿日期:2016-06-21 修回日期:2017-03-08 出版日期:2017-06-20 发布日期:2017-06-20
  • 作者简介:

    作者简介:张爱平,男,江苏东台人,博士,讲师,硕士生导师,研究方向为旅游影响与旅游地可持续发展。E-mail:zhangaiping89757@126.com

  • 基金资助:
    扬州大学人文社科基金项目(206510913)

Risk perception and risk reduction of domestic tourists impacted by haze pollution in Beijing

Aiping ZHANG1(), Hu YU2   

  1. 1. School of Tourism and Culinary Science,Yangzhou University,Yangzhou 225127,China
    2.Institute of Geographic Sciences and Natural Resources Research,Chinese Academy of Sciences,Beijing 100101,China
  • Received:2016-06-21 Revised:2017-03-08 Online:2017-06-20 Published:2017-06-20

摘要:

关注雾霾污染旅游目的地到访游客的心理及外显行为,以感知风险理论为指导,在构建出游风险感知与不完全规避行为理论分析框架的基础上,设计问卷采集数据,运用探索性因子分析解析风险维度,并结合理论框架构建风险感知影响结构方程模型,拟合揭示出游风险感知与不完全规避行为之间的影响关系。结果显示:①雾霾带来的出游风险涉及四个维度内容,游客对身体风险、功能风险感知强度最高;②结构方程模型拟合结果良好,风险感知的影响效应呈现身体风险>功能风险>心理风险>成本风险的格局;③游客群体特征具有重要影响,尤其是以出游目的实行群体划分下,风险态度及不完全规避行为呈现显著差异。研究有助深入了解游客对目的地环境变化的应对决策与行为响应,并为目的地危机管理提供科学依据。

关键词: 风险感知, 风险规避, 不完全规避行为, 旅京游客群体, 雾霾, 北京

Abstract:

Haze pollution has worsened in China. This type of environmental pollution may have a great effect on tourism images and the entire tourism industry. This study aims to reveal the impacts of haze pollution on the mental activity and behavior of on-site tourists. Based on the theoretical guidance of ‘Perceived Risk Theory’,risk perception and specific risk reduction affected by risk perception were examined. Theoretical assumptions and a model were established and Structural Equation Model (SEM)techniques were used to verify the model. The relationship between risk perception and specific risk reduction of tourists was revealed. We found that haze pollution has obvious impacts on the risk perception of on-site tourists,and risk involves health risk,functional risk,psychological risk and cost risk. On-site tourists for Beijing have obvious perceptions of these four aspects of travel risk. As to the perception level of travel risk,health risk is the highest aspect,followed by functional risk,psychological risk and cost risk. After we established the initial model of the four aspects of travel risk and risk reduction activities,SEM techniques were used to reveal the relationship between risk perception and risk reduction. The results show that risk perception has a significant influence on risk reduction activities;the influence level of health risk is the highest,followed by functional risk and psychological risk. The effect of cost risk,which is important in tourism decision-making,is not significant. Group features of on-site tourists also have important effects on risk perception and risk reduction and tourism market segmentation divided by travel purpose has the most important effect.

Key words: risk perception, risk reduction, incomplete risk avoidance, domestic tourist group, haze pollution, Beijing