摘要
2013年以来,中国雾霾业已成为国际性议题。文章从旅游者感知的视角出发,探究雾霾对旅游的影响,设计了旅游者雾霾风险感知量表,并借助SEM模型验证了雾霾感知、风险感知、满意度和忠诚度间的结构关系,且在通过模型稳定性检验的基础上,利用均值结构模型比较了中、外旅游者的雾霾感知、风险感知、满意度及忠诚度水平。结果证实:旅游者对雾霾旅游损害的感知主要体现在危害健康、破坏情绪、损害照片品质、降低景点吸引力和可游性等方面。雾霾风险感知会提升旅游风险感知的整体水平,并降低满意度;高旅游风险感知对满意度有负面影响;满意度对忠诚度的积极贡献在雾霾情境中得以验证;同时,雾霾感知和风险感知都借由中介变量间接削弱忠诚度。另外,除了满意度水平无显著差异外,外国旅游者的雾霾感知、风险感知和忠诚度水平均低于中国人。
Frequent natural disasters and epidemic diseases have sparked off an obvious concem over health and safety issues among the public all over the world. Public panic is further enhanced by intense media coverage on such events. Tourism is susceptible to crises because of the optionality and instability of tourist consumption. A considerable number of potential visitors would avoid to visiting certain destinations as they are not assured of enough levels of safety or health. Others would visit but their behaviours and experiences will change owing to higher level of risk perception. The smog or air pollution condition in most city of China has sparked off an intense concern to the public not only in China but also internationally. This research aims at answering the question： ＇whether smog condition has exerted effects on tourists＇ risk perception, travelling satisfaction or loyalty to Beijing as a travelling destination＇ by exploring the perceptions of on-site international and domestic tourists towards the smog in Beijing. The characteristics of tourists＇ concern over smog condition were explored by interviewing visitors who finished their trips and were about to leave Beijing. Based on the content analysis of the interviewing materials, as well as the review on studies on human attitudes and responses towards air pollution and tourist perception on health related risks, possible concerns were identified. Afterwards, a scale measuring the degree of tourists＇ concern over smog conditions was developed. Scales evaluating tourist risk perception, satisfaction and loyalty were drawn from previous research. Comprehensive literature review laida solid foundation to the hypothesised model showing correlations among latent variables. A structural equation model was adopted to test the links among smog concern, risk perception, trip satisfaction and destination loyalty. Additionally, on the premise of cross-group invariance of the model, standardised means of latent variables were compared between international and domestic tourists to compare the levels of smog concern, risk perception, satisfaction and loyalty between these two groups. The outcomes of study on tourists＇ perception and attitudes resulted in the following findings. Firstly, tourists＇ concerns over smog consist in the harm on their health, emotion, quality of photos, attractiveness of spots and overall travelling satisfaction. Secondly, direct relationships were found for the hypothesized effects of smog concern on risk perception and satisfaction; the influence of risk perception on reducing satisfaction as well as the role of satisfaction in forming revisit intention （loyalty） was identified; Smog concern and risk perception exert negative impact on loyalty indirectly. Furthermore, the comparing result shows that the levels of smog concern, risk perception and loyalty among international tourists are lower than that of Chinese while difference in satisfaction evaluation is not significant. The broad concerns of this study are applicable across all key Chinese tourism cities visited by international tourists.
出处
《旅游学刊》
CSSCI
北大核心
2015年第10期48-59,共12页
Tourism Tribune
基金
国家自然科学基金项目"城郊旅游综合体(TCAC)形成机制与发展模式研究"(41271151)资助~~
