基于负面IPA的入境游客对华环境风险感知研究  

A Study on the Environmental Risk Perceptions of Inbound Tourists for China Using Negative IPA Assessment

作　　者：程德年[1] 周永博[1] 魏向东[1] 吴建[1] 

机构地区：[1]苏州大学社会学院旅游管理系,江苏苏州215123

出　　处：《旅游学刊》2015年第1期54-62,共9页Tourism Tribune

基　　金：教育部人文社会科学研究基金一般项目"苏州古城旅游意象媒介表征及其协同更新研究"(14YJCZH229);国家社会科学基金项目"文化旅游的区域协同发展模式与对策研究";"少数民族地区旧城改造中的传统文化保护研究"(12CJY087/11CMZ028);苏州大学青年教师后期资助项目"基于意象过程的旅游目的地营销绩效评价研究"联合资助~~

摘　　要：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。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 foun

关 键 词：IPA 入境游客 环境风险 感知 负面IPA 

分 类 号：F592[经济管理—旅游管理]