目的地特殊自然灾害后游客的认知研究——以“5.12”汶川地震后的九寨沟为例
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摘要
灾后理解旅游者是目的地减少灾害事件带来经济损失的基础工作。本研究着力于探究国内游客的风险认知、灾害对旅游影响的感知与满意度、忠诚度之间的关系,在"5.12"汶川地震发生约一周年后,以灾区中的世界自然遗产地九寨沟为案例地,对正在景区游览的572位国内游客进行问卷调查。通过结构方程模型分析证实:旅游者的风险认知水平越低,对灾害给目的地旅游带来负面影响的感知水平越弱,对目的地的满意度水平越高,忠诚度也越强,反之亦然。研究还发现,直接影响旅游者满意度的是旅游者对灾害给旅游带来负面影响的感知水平,而不是旅游者风险认知水平。处于灾后恢复期间的目的地与正常时期一样,旅游者满意度正向影响忠诚度。研究也显示,不同性别或不同年龄游客群体在风险认知和满意度、忠诚度上存在显著差异,但在灾害对旅游负面影响的感知上差异不显著。研究最后为灾区旅游地的市场恢复提出一些建议。
To know tourists risk perception and impact of disasters on tourist behavior is the first step for post-disaster tourism market recovery and tourism industry relief.This study tried to explore the relationship among tourist risk perceptions,the perception of disaster's impact on destination,tourists satisfaction,and loyalty.Taking the Jiuzhaigou as the case study area,we conducted an on-site questionnaire survey with 572 domestic tourists visiting Jiuzhaigou,a world natural heritage in earthquake-hit area,in nearly one year after the massive"5.12"Wenchuan earthquake.Based on a structural equation modeling and analysis, some results can be obtained as follows.(1)The less tourists perceived risk,the less they perceived negative disaster's impact on destination;the less the perceived negative disaster's impact on destination,the higher level of satisfaction with the destination;and the higher the level of tourist satisfaction,the stronger the loyalty to the destination;vice versa.(2)It was not tourists’risk perception level but the perceived impact of disaster on destination had direct influence on tourist satisfaction.The loyalty to the destination was positively related with satisfaction during both post-disaster recovery and normal periods.This investigation also concluded that,except perceived negative disaster's impact on destination,tourists’risk perception,satisfaction and loyalty varied significantly by gender and age.Therefore,the strategic priority should focus on reconstructing the destination safety image and easing tourists’risk perception,especially for women and the youth.Finally,comprehensive management recommendations and suggestions have been put forward and discussed for tourist market recovery of disaster-hit destinations.
To know tourists risk perception and impact of disasters on tourist behavior is the first step for post-disaster tourism market recovery and tourism industry relief.This study tried to explore the relationship among tourist risk perceptions,the perception of disaster's impact on destination,tourists satisfaction,and loyalty.Taking the Jiuzhaigou as the case study area,we conducted an on-site questionnaire survey with 572 domestic tourists visiting Jiuzhaigou,a world natural heritage in earthquake-hit area,in nearly one year after the massive"5.12"Wenchuan earthquake.Based on a structural equation modeling and analysis, some results can be obtained as follows.(1)The less tourists perceived risk,the less they perceived negative disaster's impact on destination;the less the perceived negative disaster's impact on destination,the higher level of satisfaction with the destination;and the higher the level of tourist satisfaction,the stronger the loyalty to the destination;vice versa.(2)It was not tourists’risk perception level but the perceived impact of disaster on destination had direct influence on tourist satisfaction.The loyalty to the destination was positively related with satisfaction during both post-disaster recovery and normal periods.This investigation also concluded that,except perceived negative disaster's impact on destination,tourists’risk perception,satisfaction and loyalty varied significantly by gender and age.Therefore,the strategic priority should focus on reconstructing the destination safety image and easing tourists’risk perception,especially for women and the youth.Finally,comprehensive management recommendations and suggestions have been put forward and discussed for tourist market recovery of disaster-hit destinations.
引文
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[6]Robinson L,Jarvie J K.Post-disaster community tourism recovery:The tsunami and Arugam Bay,Sri Lanka.Disasters,2008,32(4):631-645.
[7]Wang Y.The impact of crisis events and macroeconomic activity on Taiwan's international inbound tourism demand.Tourism Management,2009,30(1):75-82.
[8]Lepp A,Gibson H.Tourist roles,perceived risk and international tourism.Annals of Tourism Research,2003,30(3):606-624.
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[11]Page S J,Meyer D.Tourist accidents:An exploratory analysis.Annals of Tourism Research,1996,23(3):666-690.
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[14]Rittichainuwat N.Responding to disaster:Thai and Scandinavian tourists'motivation to visit Phuket,Thailand.Journal of Travel Research,2008,46:422-432.
[15]National Tourism Administration.Tourism administration:Stop the visiting and travel through Sichuan eatrhquake disarster areas.http://www.gov.cn/gzdt/2008-05/13/content_969019.htm.[国家旅游局.旅游局:停止组团前往和途经四川地震灾区旅游.http://www.gov.cn/gzdt/2008-05/13/content_969019.htm.]
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[17]Huan T,Beaman J,Shelby L.No-escape natural disaster:Mitigating impacts on tourism.Annals of Tourism Research,2004,31(2):255-273.
[18]Gemnden H G.Perceived risk and information search.A systematic meta-analysis of the empirical evidence.International Journal of Research in Marketing,1985,2(2):79-100.
[19]Wong J,Yeh C.Tourist hesitation in destination decision making.Annals of Tourism Research,2009,36(1):6-23.
[20]Reichel A,Fuchs G,Uriely N.Perceived risk and the non-institutionalized tourist role:The case of Israeli student ex-backpackers.Journal of Travel Research,2007,46(3):217-226.
[21]Mitchell V,Davies F,Moutinho L et al.Using neural networks to understand service risk in the holiday product.Journal of Business Research,1999,46(2):167-180.
[22]Walle A H.Pursuing risk or insight:Marketing adventures.Annals of Tourism Research,1997,24(2):265-282.
[23]Shen W C G J.The impact of Tiananmen Square on China's tourism image.Journal of Travel Research,1992,30(4):47-52.
[24]Leslie D.Terrorism and tourism:The Northern Ireland situation:A look behind the veil of certainty.Journal of Travel Research,1999,38(1):37-40.
[25]Mansfeld Y.Cycles of war,terror,and peace:Determinants and management of crisis and recovery of the Israeli tourism industry.Journal of Travel Research,1999,38(1):30-36.
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[27]Mazzocchi M,Montini A.Earthquake effects on tourism in central Italy.Annals of Tourism Research,2001,28(4):1031-1046.
[28]Murphy P E,Bayley R.Tourism and disaster planning.Geographical Review,1989,79(1):36-46.
[29]Faulkner B,Vikulov S.Katherine,washed out one day,back on track the next:A post-mortem of a tourism disaster.Tourism Management,2001,22(4):331-344.
[30]Hystad P W,Keller P C.Towards a destination tourism disaster management framework:Long-term lessons from a forest fire disaster.Tourism Management,2008,29(1):151-162.
[31]Thomas A.Birkland M E P H.The impact of the December2004Indian Ocean tsunami on tourism in Thailand.Earthquake Spectra,2006,22(Suppl.3):889-900.
[32]Fuchs G,Reichel A.An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs.repeat visitors to a highly volatile destination.Tourism Management,2011,32(2):266-276.
[33]S?nmez S A G A.Determining future travel behavior from past travel experience and perceptions of risk and safety.Journal of Travel Research,1998,37(2):171-177.
[34]Del Bosque I R,Martn H S.Tourist satisfaction a cognitive-affective model.Annals of Tourism Research,2008,35(2):551-573.
[35]Bign J E,Andreu L,Gnoth J.The theme park experience:An analysis of pleasure,arousal and satisfaction.Tourism Management,2005,26(6):833-844.
[36]van Dolen W,de Ruyter K,Lemmink J.An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction.Journal of Business Research,2004,57(4):437-444.
[37]Selnes F.An examination of the effect of product performance on brand reputation,satisfaction and loyalty.European Journal of Marketing,1993,27:19-35.
[38]Yoon Y,Uysal M.An examination of the effects of motivation and satisfaction on destination loyalty:a structural model.Tourism Management,2005,26(1):45-56.
[39]Lee C,Lee Y,Lee B.Korea's destination image formed by the2002World Cup.Annals of Tourism Research,2005,32(4):839-858.
[40]Bign J E,Snchez M I,Snchez J.Tourism image,evaluation variables and after purchase behaviour:Inter-relationship.Tourism Management,2001,22(6):607-616.
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[45]Office of China Earthquake Adiminstration.As at12:00on March12,2009aftershocks were recorded49250times in Wenquan earthquake areas.http://www.cea.gov.cn/manage/html/8a8587881632fa5c0116674a018300cf/_content/09_03/13/1236908045111.html.[中国地震局办公室.截至2009年3月12日12时汶川地震震区共记录到余震49250次.http://www.cea.gov.cn/manage/html/8a8587881632fa5c0116674a018300cf/_content/09_03/13/1236908045111.html.]
[46]Maser B W K.Travel decision-making:from the vintage point of perceived risk and information preferences.Journal of Travel and Tourism Marketing,1998,7(4):107-121.
[47]Policy and Regulation Department.The statistics of the tourism industry.http://www.scta.gov.cn/web/main.jsp?go=newsList&pid=7&cid=101,2010-12-01.[政策法规处.旅游情况统计表.http://www.scta.gov.cn/web/main.jsp?go=newsList&pid=7&cid=101,2010-12-01.]
[48]Fesenmaier W S R D.Risk perceptions and pleasure travel:An exploratory analysis.Journal of Travel Research,1992,30(17):17-26.
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