旅游学刊
旅遊學刊
여유학간
Tourism Tribune
2015年
1期
54~62
,共null页
程德年 周永博 魏向东 吴建
程德年 週永博 魏嚮東 吳建
정덕년 주영박 위향동 오건
IPA 入境游客 环境风险 感知 负面IPA
IPA 入境遊客 環境風險 感知 負麵IPA
IPA 입경유객 배경풍험 감지 부면IPA
IPA; inbound tourists; environmental risk; perceptions; negative IPA
近期,中国中东部地区雾霾天气成为威胁公众出游安全、损害游客身心健康的一大元凶。伴随国际社会广泛关注和全球媒体密集传播,雾霾天气对中国国际旅游吸引力的削弱作用已初现端倪。根据对入境游客的调研发现,现阶段,以雾霾为代表的大气污染及与之相关的行动限制、安全威胁、健康威胁、游憩限制等系列风险因素,构成入境游客对华环境风险负面感知的主要方面。为应对这一问题,文章立足入境游客环境风险感知测量,提出并运用负面IPA工具,分析入境游客对华环境风险感知规律,在对入境游客环境风险感知进行比较分析的基础上,找出入境游客对华环境风险感知的关键特征。
近期,中國中東部地區霧霾天氣成為威脅公衆齣遊安全、損害遊客身心健康的一大元兇。伴隨國際社會廣汎關註和全毬媒體密集傳播,霧霾天氣對中國國際旅遊吸引力的削弱作用已初現耑倪。根據對入境遊客的調研髮現,現階段,以霧霾為代錶的大氣汙染及與之相關的行動限製、安全威脅、健康威脅、遊憩限製等繫列風險因素,構成入境遊客對華環境風險負麵感知的主要方麵。為應對這一問題,文章立足入境遊客環境風險感知測量,提齣併運用負麵IPA工具,分析入境遊客對華環境風險感知規律,在對入境遊客環境風險感知進行比較分析的基礎上,找齣入境遊客對華環境風險感知的關鍵特徵。
근기,중국중동부지구무매천기성위위협공음출유안전、손해유객신심건강적일대원흉。반수국제사회엄범관주화전구매체밀집전파,무매천기대중국국제여유흡인력적삭약작용이초현단예。근거대입경유객적조연발현,현계단,이무매위대표적대기오염급여지상관적행동한제、안전위협、건강위협、유게한제등계렬풍험인소,구성입경유객대화배경풍험부면감지적주요방면。위응대저일문제,문장립족입경유객배경풍험감지측량,제출병운용부면IPA공구,분석입경유객대화배경풍험감지규률,재대입경유객배경풍험감지진행비교분석적기출상,조출입경유객대화배경풍험감지적관건특정。
Recently, haze has become a great threat to public travel safety, and a major source of damage to physical and mental health in eastern China. More and more research and global media attentions have focused on the harmful influences of the haze weather. From this scrutiny has emerged the fact that haze negatively affects Chinese tourist attractions, and the declining visitor numbers are proof of this. Based on an analysis of the responses of inbound tourists, we discovered that haze as the represen- tative of air pollution, as well as associated food safety, health anxieties, and other risks in China, de- crease the quality of tourist experiences. This paper reported a range of haze -related issues that constitute the main aspects of inbound tourists' perceptions of adverse environmental risks in China. To identify how inbound tourists experience and evaluate environmental risks, the researchers designed a questionnaire that covered 27 measures after a literature review and communication with a sample of inbound tourists. After a series of presurveys, we incorporated 24 of these measures in our final survey instrument. Finally, we used the IPA technique to analyze the data obtained from the investigation. The IPA technique is a basic diagnostic decision tool that facilitates the identification of improvement prioritization. Because of the negative performance of environmental risk itself, there is a need to adjust the traditional IPA method. The original IPA method was initially used only to analyze positive performance problems. In this context, the research proposes a "negative IPA matrix" to analyze inbound tourists' perception of environmental risk in China. We compared four dimensions of the perception of risks: possible movement restrictions, health threats, security threats, and recreation restrictions. The study found that key features of environmental risks perceived by inbound tourists for China were "poor air quality" and "low visibility", and related issues. Moreoyer, the study found that inbound tourists generally had high perceptions of environmental risk, and consequently gave low marks to the China' s tourism environment. The evaluation of the four dimensions all showed higher negative values than the mean. In particular, the perception of threats to health in risk evaluations is much higher than the perceived actual strength. We believe that there are two main factors that account for this special phenomenon. This paper presents and proves the effectiveness of the negative IPA tool in the study of tourist risk perceptions. We also propose strategies as countermeasures for these perceptions. For example, inbound tourists feel most strongly and give the worst evaluation on poor air quality and low visual amenity, when these are compared to the other seven factors. Our preferred strategy is to "concentrate here". To provide specific strategies to deal with the adverse effects of recent haze on the China' s inbound tourism market, governments and marketing organizations should pay attention to this impact, and take measures to deal with it. However, as we were limited by constraints on the research, the study has several shortcomings: first, the survey sample was mainly selected from Suzhou, Jiangsu Province. The research therefore needs to be combined with similar research on other tourist cities in East China; and second, there were few questions on the socio-cultural environmental risk factors for tourism in the questionnaire, and follow-up studies can do better in this respect.