Resources Science ›› 2017, Vol. 39 ›› Issue (6): 1148-1159.doi: 10.18402/resci.2017.06.14

• Orginal Article • Previous Articles     Next Articles

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

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