高原旅游风险应对形象对旅游行为意向的影响——以风险沟通为调节变量  

The Effect of Plateau Tourism Risk Response on Tourism Behavior Intention:Risk Communication as the Moderating Variable

作　　者：许春晓[1] 王祺慧 XU Chunxiao;WANG Qihui(College of Tourism,Hunan Normal University,Changsha,Hunan 410081,China)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《城市学刊》2023年第5期1-10,共10页Journal of Urban Studies

基　　金：国家自然科学基金项目(41971187)。

摘　　要：旅游活动是青藏高原重要的人类活动。基于态度理论,引入出游情感作为中介变量,风险沟通为调节变量,以长沙市居民对青藏高原旅游风险应对形象感知及其支持意愿和出游意向的影响为研究对象,以问卷工具采用系统抽样方法在长沙市获得基础数据,采用结构方程模型和层次回归分析方法建构高原旅游风险应对形象感知对旅游支持意愿和出游意向的影响的实证研究进行验证,结果表明:目的地形象感知因素均正向显著影响旅游支持意愿。对目的地形象感知越强,对旅游行为的支持力度就越大;信任对旅游目的地出游意向的影响有显著性差异,危机管理在支持目的地意愿和出游意向方面有显著差异,目的地卫生医疗体系是游客出游意向的关键因素。对于感受到较强的风险沟通能力的受访者来说,团结因素显得至关重要;风险沟通质量对旅游支持意愿和出游意向的调节作用在目的地发展中有一定的参考价值。对目的地的积极感知是联系游客与目的地之间的纽带,打造良好的旅游形象,需要长期努力。Tourism is an important human activity on the Qinghai-Tibet Plateau.Based on the attitude theory,this paper introduces travel emotion as the intermediary variable and risk communication as the moderator variable to construct the impact of plateau tourism risk response on tourism support and travel intention.Taking the impact of Changsha residents on the image perception,support intention and travel intention of the Qinghai-Tibet Plateau tourism risk response as the research object,the basic data were obtained in Changsha city by using the questionnaires and the systematic sampling method,and the structural equation model and hierarchical regression analysis were used to verify the results.The results show that the destination image perception factors have a positive and significant impact on the tourism support intention.The stronger the perception of destination image,the greater support for tourism behavior;there is a significant difference in the impact of trust on the travel intention of tourist destinations.Crisis management has a significant difference in supporting destination intention and travel intention.The destination health care system is the key factor of tourists'travel intention.For respondents who feel a strong risk in communication,the unity factor appears to be crucial;the moderating effect of communication quality on tourism support and travel intention has reference value in the development.The positive perception of the destination is the link between tourists and the destination,and it takes long-term efforts to build a good tourism image.

关 键 词：风险应对形象 旅游支持意愿 出游意向 风险沟通 

分 类 号：F592.7[经济管理—旅游管理]