Research On The Tourism City's Image And Tourisit Behavior Based On Unconventional Emergencies

Along with the rapid development of tourism, tourist industry has become an important component of global and regional industries. However, due to the fragility feature of itself, tourist industry is extremely vulnerable to the impact of external crisis environment which leads to the fluctuation of industry development. Critical crisis event will constitute a severe challenge to the sustainable and steady development of tourist industry.In accordance with the lack of relevant studies, this paper redefines the concept of unconventional emergencies and their influence in tourist research field by a comprehensive review of research progress of crisis management. It considers that the so-called unconventional emergencies refer to crisis state of affairs that are opposite to conventional emergencies and where exists huge natural and social risks because decision makers lack experience dealing with such circumstances. This paper also gives definition of the characteristics that unconventional emergencies reflect accordingly.Secondly, by analyzing the cultural influence of unconventional emergencies on tourist industry, this paper suggests that cultural influence of unconventional emergencies on tourist cities is a less concerned field in the academia while city culture is a key element of city image. Thirdly, this paper takes Dujiangyan, an important tourist city that undergoes a severe attack in May 12th Wenchuan Earthquake, as an example. It performs the empirical study from a fundamental entry point of cultural influence of tourist cities based on the angle of tourist perceptions, introducing IPA analysis method and discussing the principle of perception change of tourist city image after unconventional emergencies. This paper verifies the principle how unconventional emergencies influence tourist cities and puts forward the cultural development path of tourist city under unconventional emergencies. Evidences find that impact of unconventional emergencies on tourist city culture does not have the critical destructiveness as considered by the academia. It considers, from the viewing angel of demand, there doesn't occur the phenomenon of "Culture Elimination" in Dujiangyan after the disastrous hit by unconventional emergency, which, on the contrary, promotes the publicity of the tourist city and the perception of geographical character. The natural scenery and historic cultural landscape of Dujiangyan are still major factors attracting tourists. The paper then proposes the cultural development path of tourist cities under unconventional emergencies.In the later review of tourist behavioral theories and the commentary of them in tourist research field at home and abroad, this paper specifies the core position of tourist in the value chain of tourist industry. It considers that city image, tourist crisis communication, information quality, business ethics, government policy, perceived tourist value, perceived risk, social responsibility and subjective norm after unconventional emergencies altogether constitute the key factors that influence tourist travel behaviors, as establishes a good foundation for following empirical studies. The paper further uses SPSS analysis software and the analytical tool of partial least squares structural equation model, i.e. Smartpls software according to the process and characteristics that unconventional emergencies influence tourist behaviors to establish the structural equation model of tourist behavioral decision-making in the background of unconventional emergencies, analyzing systematically and completely the principles of tourist behavioral decision-making under the background of unconventional emergencies influence and revealing tourist behavioral characteristics under unconventional emergencies. Major empirical findings are:The improvement of destination image, the promotion of hardware facilities and service level will enhance perceived tourist value and reduce perceived risks. The factors such as information quality growth, information accuracy, promptness and the completeness of information report can promote perceived tourist social responsibility, but the marketing method of agitating tourist sense of social responsibility and thus the desire of touring in disaster areas will not bring about satisfactory results.Government policy influences tourist psychology and behaviors indirectly through affecting four factors including information quality, destination image, business ethics and crisis communication. It has significant reference value for government in the market decision-making for tourist cities after unconventional emergencies.On the basis of qualitative analysis, this paper mainly introduces quantitative analysis models such as IPA analysis and structural equation model to analyze the tourism development based on tourist viewing angle under the background of unconventional emergencies completely and systematically. It also combines theoretical analysis and case analysis with the hope of providing supports for scientification, objectivity and accuracy of the strategic decision-making of tourist city development involving unconventional emergency background, enriching crisis management theories and offering empirical supports for the scientific decision- making of similar regional development.