【摘要】 灾后理解旅游者是目的地减少灾害事件带来经济损失的基础工作。本研究着力于探究国内游客的风险认知、灾害对旅游影响的感知与满意度、忠诚度之间的关系,在"5.12"汶川地震发生约一周年后,以灾区中的世界自然遗产地九寨沟为案例地,对正在景区游览的572位国内游客进行问卷调查。通过结构方程模型分析证实:旅游者的风险认知水平越低,对灾害给目的地旅游带来负面影响的感知水平越弱,对目的地的满意度水平越高,忠诚度也越强,反之亦然。研究还发现,直接影响旅游者满意度的是旅游者对灾害给旅游带来负面影响的感知水平,而不是旅游者风险认知水平。处于灾后恢复期间的目的地与正常时期一样,旅游者满意度正向影响忠诚度。研究也显示,不同性别或不同年龄游客群体在风险认知和满意度、忠诚度上存在显著差异,但在灾害对旅游负面影响的感知上差异不显著。研究最后为灾区旅游地的市场恢复提出一些建议。更多还原

【Abstract】 To know tourists risk perception and impact of disasters on tourist behavior is the first step for post-disaster tourism market recovery and tourism industry relief.This study tried to explore the relationship among tourist risk perceptions,the perception of disaster’s impact on destination,tourists satisfaction,and loyalty.Taking the Jiuzhaigou as the case study area,we conducted an on-site questionnaire survey with 572 domestic tourists visiting Jiuzhaigou,a world natural heritage in earthquake-hit area,in nearly one year after the massive"5.12"Wenchuan earthquake.Based on a structural equation modeling and analysis, some results can be obtained as follows.(1)The less tourists perceived risk,the less they perceived negative disaster’s impact on destination;the less the perceived negative disaster’s impact on destination,the higher level of satisfaction with the destination;and the higher the level of tourist satisfaction,the stronger the loyalty to the destination;vice versa.(2)It was not tourists’risk perception level but the perceived impact of disaster on destination had direct influence on tourist satisfaction.The loyalty to the destination was positively related with satisfaction during both post-disaster recovery and normal periods.This investigation also concluded that,except perceived negative disaster’s impact on destination,tourists’risk perception,satisfaction and loyalty varied significantly by gender and age.Therefore,the strategic priority should focus on reconstructing the destination safety image and easing tourists’risk perception,especially for women and the youth.Finally,comprehensive management recommendations and suggestions have been put forward and discussed for tourist market recovery of disaster-hit destinations.更多还原