Research On The Influence Mechanism Of Tourism Safety Communication Signals On Tourists’ Safety Behavior

Tourism safety communication is a tourism safety information transmission activity carried out by the government,enterprises,stakeholders and other subjects based on media channels and facing tourists,practitioners and the public.In the traditional research,the spread of crisis with the goal of crisis management and response has received much attention.With the increasingly complicated situation of tourism security,the security tasks of tourism administration agencies and tourism enterprises are more and more complicated.The task system of tourism safety communication has gradually changed from the traditional crisis communication to the multi-task structure in the multi-stage process.Tourism safety communication has also evolved into a multi-task-oriented comprehensive tourism safety communication activities.However,the task demand of tourism safety communication has been paid much attention neither in practice nor in theoretical research.Therefore,based on the background of Internet technology and new media era,and the demand structure of China’s tourism industry security development,this paper systematically analyzes and empirically tests the theoretical mechanism of tourism security communication and tourists’ behavior response.It is beneficial not only to enrich the theoretical scope of tourism safety transmission,but also to enrich the theoretical mechanism of tourists’ behavior response.It is of great theoretical value to promote the construction and perfection of tourism safety communication theory.The purpose of this study is to propose and construct the theory of tourism safety communication,and to explore and verify the response mechanism of tourists to the signal of tourism safety communication.The research is mainly divided into three stages: theoretical research,empirical research and comprehensive research.The research contents and methods of each stage are as follows.Firstly,in the stage of theoretical research,this study summarizes and analyzes key concepts of tourism safety communication,media and tourists’ safety behavior through literature analysis and theoretical investigation.This study also analyzes the signal mechanism and task attribute of tourism safety communication,and puts forward the theoretical analysis framework of tourism safety communication.Secondly,in the stage of empirical research,the response mechanism of offline safety behavior of tourists in non-crisis situations and that of online safety behavior of tourists in crisis situations were modeled and tested respectively.First of all,based on cognitive behavior theory and signal theory,and taking the BRICS summit in Xiamen hosted by Chinese Government in 2017 as the background event,this study conducted an empirical test on the response mechanism of offline tourism safety behavior of tourists in non-crisis situations by means of SEM structural equation modeling and regression analysis.Then,this study takes the shipwreck in Thailand in July 2018 as the background event,and more than 110,000 acoustic signals from 436 Chinese media platforms are used as the basis of big data.Also,the VAR model is introduced to verify and analyze the online safety behavior response mechanism of tourists in crisis situations in the study.Thirdly,in the comprehensive research stage,based on the empirical research conclusion,this study constructs and analyzes the tourists’ safety behavior intervention strategies based on the communication subject,communication context,communication content and communication channel.The main findings include the following four aspects.Firstly,tourism safety communication is a comprehensive tourism safety communication activity oriented to multi-task structure.The construction of tourism safety communication mechanism should take the situation analysis of tourism safety communication as the starting point and the safety behavior response of tourists as the result orientation,which is the important foundation for the realization of the governance effect of tourism safety communication.Based on this basic theory and the improvement of the traditional communication model,this study proposes an theoretical analysis framework of tourism safety communication signal and behavior influence composed of “Who--Situation--Nature--Task--Content--Channel--Perception--Response”.Secondly,in non-crisis situations,the safety behavior of tourists generally includes two basic behavior systems: safety compliance behavior and safety participation behavior.The media is an important channel for disseminating security information.The signal of media communication plays an important role in the process of tourists’ behavior.Under the non crisis situation of enhanced security in tourist destination,the media signal of enhanced security has a significant driving effect on tourist personal experience,safety perception,safety compliance behavior and safety participation behavior.Tourists’ personal experience of enhanced security has an important reference role in the transmission of media signal,and it has a differentiated mediating influence on the behavioral influence of media signal.Safety perception is also an important intermediary variable.The research also shows that the government’s multi-channel publicity of enhanced security and the behavior activities demonstrated by security practice are of significant signaling significance.Thirdly,in the context of tourism crisis,the safety communication behavior of online potential tourists is an important expanded dimension of tourists’ safety behavior in the Internet era,which includes safety communication behaviors such as tourism safety information production and tourism safety information sharing.The empirical analysis of the shipwreck incident in Thailand shows that the overall sound quantity signal of online media has a significant dynamic influence on the safety information production behavior and safety information sharing behavior of potential tourists,but the sound quantity signal of online mainstream media,commercial media,we media and other classified media presents a differential dynamic influence effect.The sound of potential tourists’ safety information production has a significant dynamic influence on their sound of safety information sharing.Among them,the variance contribution rate in dimension is greater than that outside dimension.Fourthly,the construction of tourism safety communication strategy should distinguish the specific communication subject,communication situation,communication content and communication channel.From the perspective of communication subject,the communication orientation for the government,enterprises and tourists is orderly public opinion guidance,accurate information control and rational information production.In non-crisis situations,the focus of tourism safety communication is the dissemination of safety knowledge and the improvement of safety experience.Under the crisis situation,the focus of tourism safety communication is the regulation of online safety communication behavior and the intervention of risk perception.From the perspective of communication content,the elements of communication content should be refined and optimized based on task nature orientation.From the perspective of communication channels,mainstream media,commercial media and we-media are all effective channels for tourism safety communication.Influence-based configuration strategy is the key to improve communication effectiveness.In this study,crisis situation and non-crisis situation are distinguished,and the response mechanism of tourism safety communication signal and tourists’ offline safety behavior and online safety behavior are analyzed and tested.The theoretical contributions of this study mainly include: firstly,this study explores the mechanism of tourism safety communication under multi-category situations by distinguishing the situational structure of tourism safety communication,and proposes the theoretical analysis framework of tourism safety communication signal and behavior influence.It provides a cognitive basis for understanding and elaborating the process mechanism of tourism safety communication and tourists’ safety behavior response.Secondly,this study conducted an empirical test on the response mechanism of tourism safety communication signals and tourists’ offline tourism safety behaviors under non-crisis situations.Also,the study makes a comparative analysis of the differential action mechanism between media signals and environmental experience signals in tourism safety communication,which provides a theoretical basis for the analysis of the action mechanism of tourism safety communication in on-site tourism activities.Thirdly,this study identifies the dimensional structure of online safety communication behavior of potential tourists in the context of tourism crisis,and it expands the performance situation and dimension types of tourists’ safety behavior in the Internet era.Thus,an analysis framework of tourists’ safety behavior including offline tourists’ safety behavior(tourists’ safety compliance and tourists’ safety participation)and online tourists’ safety behavior(tourists’ safety information production and tourists’ safety information sharing)is formed.Fourthly,the online participants’ safety emotion lexicogram was constructed,the data of public opinion volume were collected and sorted as variable data,and the impulse response analysis method based on VAR model was adopted for the first time in this study.Therefore,a fitting analysis and an empirical test are carried out on the dynamic influence of online media sound volume signals on the safety communication behaviors of potential tourists in the tourism crisis,and a new analysis tool and method are introduced for the analysis of public opinion in the tourism crisis.This study provides an empirical case and theoretical basis for the tourism industry to carry out tourism safety communication under crisis and non-crisis situations and to scientifically regulate the safety behavior of tourists.Also,the study proposes a targeted strategy system.It is an important research topic of both theory and practice.