严重自然灾难地景区游客流失原因和旅游意愿关系研究——以汶川地震后四川旅游为例  

A Study on the Correlations between the Reasons for Tourist Churn in Scenic Areas and Tourists' Travel Intention after Serious Natural Disasters:a Case Study of Sichuan Tourism Industry after Wenchuan Earthquake

作　　者：花海燕[1] 刘世明[2] 李蔚[3] 

机构地区：[1]成都理工大学商学院,四川成都610059 [2]广东第二师范学院政法系,广东广州510303 [3]四川大学工商管理学院,四川成都610064

出　　处：《海南大学学报（人文社会科学版）》2010年第4期75-81,共7页Journal of Hainan University （Humanities & Social Sciences）

基　　金：四川循环经济研究中心资助项目(XHJJ-0909)

摘　　要：严重自然灾难发生后,由于多方面原因的影响,人们对到灾难发生地旅游产生犹豫,影响了旅游意愿和旅游决策。弄清游客流失原因与旅游意愿之间的关系对于灾后赢回游客非常重要,但是目前研究缺乏对二者关系的实证检验。笔者以汶川地震后四川旅游为例,通过结构方程实证分析了两者之间的关系,并得出一系列有意义的结论。After serious natural disasters occur, tourists are reluctant to visit those disaster-hit areas and their travel intention or decision would be affected by many factors. Therefore, it is essential to find out the correlations between the reasons for tourist churn in scenic areas and tourists＇ travel intention. However, literature reviews indicate that there is hardly any empirical research about this issue. This research, taking Siehuan tourism post Wenchuan earthquake as a case, applied structural equation to study the correlation between the two empirically and came up with significant findings which would be of help to win tourists back to the disaster-hit tourist destinations.

关 键 词：自然灾难 游客流失 旅游意愿 汶川地震 

分 类 号：F713.5[经济管理—市场营销]