Research On The Mechanism Of The Effect Of The Island Tourism Safety Climate On The Visitor’s Safety Behavior

Island tourism is becoming more and more popular because of its special geographical location, environment and tourism resources. But typhoons, hurricanes and other natural disasters in island tourism are often presented on newspapers, and theft, crime, shopping fraud and other social security problems also occurred frequently. So that the island tourism safety problem has aroused the attention of scholars. Meanwhile, in the era of new media, with the media reports and the spread of the network public opinions, the island tourism security incidents were widely discussed accordingly by tourists. However, why there are more and more tourists still choose island tourism destination? Thus, this study proposed if there is any influence of the island tourism safety climate on the tourist safety behavior or not and how it affects, and aiming at these two questions for a theoretical explanation.Through collecting data about tourism safety accidents from people.com.cn, toptour.cn and cntour2.com, using qualitative analysis method of grounded theory to analyze, induce and extract these collections, this study found that "tourist safety attitude" plays an important role in the influence of the tourism safety climate on the tourist safety behavior. At the same time, based on System Safety Theory, Triangular Theory of Attitude and Stimulus-response Theory, it proposed the conceptual dimensions of the tourism safety climate, tourist safety attitude and tourist safety behavior and set up the conceptual model of the mechanism of the effect of the tourism safety climate on the tourist safety behavior. According to the relevant literature conclusions, it put forward the theoretical hypothesis. And in order to verify this theoretical model and theoretical hypothesis, using empirical research method and questionnaire designed from some developed measurement scales, and through the small-sample test and the big-sample questionnaire survey in the island tourism scenic spots of Gulangyu island in Xiamen and Sanya in Hainan, it obtained the data for this study. Through the empirical analysis, this study has some important findings and conclusions here:Firstly, there is really a significant positive effect of the island tourism safety climate on the tourist safety attitude, and part significant positive effect of the tourist safety attitude on their safety behavior and also part effect for the island tourism safety climate on the tourist safety behavior. The tourist safety perception plays an intermediary role in the influence of the island tourism safety climate on the tourist safety behavior. The tourist safety emotion also plays the intermediary role in the same influence of the island tourism safety climate on the tourist safety behavior. And the tourist safety disposition plays the intermediary role as well.Secondly, using the independent sample T test, single factor variance analysis and LSD multiple comparison research method, this study explores the difference analysis on the various dimensions of tourist safety attitude and tourist safety behavior respectively from demographic characteristic variables such as gender, age, educational level, profession. etc. The analysis of sample data from Gulangyu and Sanya indicates that part of demographic characteristic variables(gender, age, educational level and profession, etc.) have significant influence on all dimensions of tourist safety attitude and tourist safety behavior. For example, there are obvious different safety attitude in different ages. The group over 46 years old have higher safety perception and safety emotion than the group below 45 years old.Thirdly, for the conclusions of this research, this study made a further discussion in theory that in addition to the tourist safety attitude plays an intermediary role in the influence of island tourism safety climate on tourist safety behavior, the network public opinion, the demand or the purpose of the tourist are important to the influence of island safety climate on tourist safety behavior. This study also considers that the security needs of the tourist and the island tourism safety climate are essential for the realization of the basic equilibrium between supply and demand.Finally, based on the research conclusion and discussion, the paper puts forward suggestions for the safety management of island tourism safety. Firstly, improve the public safety service of tourism, and create a safe climate for tourism personnel, environment, facilities and management. Secondly, increase the tourist safety awareness, and strengthen the tourist safety attitude which specifically include that through safety publicity activities to enhance the safety awareness of tourists and further improve the tourist safety and self-help skills, popularize safety knowledge, and correct the tourist safety attitude. At last, guide the tourist safety behavior through various channels and ways such as using traditional media to release security information, using new media of network to transfer security information and on-side personnel management and guide the tourist safety behavior,etc.Theoretical contribution to this research may lie in:(1) It set up and verified the operational conceptual model of the tourism safety climate, the tourist safety attitude and the tourist safety behavior. On the one hand, constituted the theoretical deduction based on the relevant theoretical basis of each dimension. On the other hand, through the survey data testing, it verified the structure model of the three operational concepts.(2) The scale of this study is based on the reference of previous studies, combined with field survey, interviews and other research methods, good reliability and validity of the scale. Therefore, the questionnaire design is reasonable and can be applied to other studies related to this research.(3) It verified the influence mechanism of island tourism destination safety climate on the tourist safety behavior, and proved the tourist safety perception, safety emotion and safety intention play a certain intermediary role in the influence of island tourism safety climate on the tourist safety behavior. Therefore, the results of this study have some application value for other types of tourism safety management in China.