当享受遭遇恐惧:自助出境旅游者风险决策的形成逻辑  

When Enjoyment Meets Fear:The Formation Logic of Risk Decision-making of Independent Outbound Tourists

作　　者：张江驰 谢朝武[1,2] ZHANG Jiangchi;XIE Chaowu(College of Tourism,Huaqiao University,Quanzhou 362021,China;Center for Tourism Safety&Security Research of China Tourism Academy,Quanzhou 362021,China)

机构地区：[1]华侨大学旅游学院,福建泉州362021 [2]中国旅游研究院旅游安全研究基地,福建泉州362021

出　　处：《旅游学刊》2024年第8期139-155,共17页Tourism Tribune

基　　金：国家自然科学基金项目“中国出境旅游安全事件集群的时空分异、驱动机制及对旅游流的扰动效应研究”(41971182);福建省社会科学基金项目“危机情境下旅游企业韧性领导力的演化机理、作用机制与提升路径研究”(FJ2023B044)共同资助。

摘　　要：旅游预期享受与旅行恐惧在旅游者风险决策形成过程中的作用尚未经过实证检验。基于保护动机理论,文章以本体安全感威胁为中介变量、以旅游预期享受和旅行恐惧为调节变量,建构了旅游者风险感知对安全行为和重游意愿的影响作用模型。文章对自助出境旅游者展开问卷调查,共获得509份有效问卷,结果显示:1)旅游者风险感知对安全行为具有正向影响,对重游意愿具有负向影响;2)本体安全感威胁部分中介了风险感知对安全行为的影响路径,完全中介了风险感知对重游意愿的影响路径,它是旅游风险感知影响风险决策的重要中介变量;3)旅游预期享受负向调节风险感知对安全行为的影响,正向调节风险感知对重游意愿的影响,而旅行恐惧正向调节风险感知对安全行为的影响,负向调节风险感知对重游意愿的影响。该研究基于本体安全感和旅游期望的视角,揭示了旅游者风险决策的形成逻辑,为旅游目的地建立面向自助出境旅游者的风险管理体系和安全保障体系提供了理论依据和策略指导。With the development of Internet technology and the rise of online travel commerce,independent outbound tourism has become an important trend and a popular way of traveling due to its high flexibility and personalization.Chinese independent outbound tourists have become sought-after customers for numerous global tourist destinations.Compared to group tourists,independent outbound tourists are highly sensitive to overseas destinations’safety and risk factors and are more susceptible to the impact and threats of safety incidents abroad.Therefore,it is necessary to explore the risk perception and risk decision-making of independent outbound tourists for the sustainable development of independent outbound tourism.Based on the protection motivation theory,this study constructs a model to examine the impact of tourists’risk perception on their safety behaviors and revisit intentions.This model uses ontological security threats as a mediating variable and expected travel enjoyment and travel fear as moderating variables.A questionnaire survey was conducted among independent outbound tourists in China,yielding 509 valid responses.The outbound travel destinations cover seven regions:Hong Kong-Macao-Taiwan regions of China,North America,Oceania,Southeast Asia,East Asia,Europe,and others(such as the United Arab Emirates and Sri Lanka).Exploratory factor analysis,confirmatory factor analysis,correlation analysis,structural equation modeling,and hierarchical regression analysis were employed to test the proposed conceptual model.The results indicate that independent outbound tourists’risk perception positively influences their safety behaviors but negatively affects their intention to revisit.In other words,the risk status of overseas destinations triggers tourists’decision-making responses regarding safety behavior.Additionally,ontological security threats partially mediate the effect of risk perception on safety behaviors and fully mediate the effect of risk perception on the intention to revisit,making it an essent

关 键 词：风险感知 安全行为 重游意愿 本体安全感威胁 旅游期望 保护动机理论 

分 类 号：F59[经济管理—旅游管理]