Study On The Sense Of Tourists’ Security Evaluation In Tourists Destination

Sense of security is not only the “barometer” of the safe condition in tourismdestinations but also the most fundamental element of tourist needs, which manifeststhe security situation of destinations objectively and serves as an important indicatorto measuring “suitlable tourism destinations”. However, The problem of tourists’safety has attracted wide attention due to various travel accidents happening underdifferent circumstances with highly uncertain and complex occurrence in recent years.So it is of great urgence and significance to strengthen the comprehension of theimportance of the sense of tourists’ security.Based on the literature review and content analysis of tourist’ comments on thewebsites, this paper discusses the concept of the sense of tourist security, influencefactors, formation mechanism. Based on Oliver (1980) Expectation DisconfirmationTheory, this paper constructs the sense of tourists’ security evaluation model in thetourists destination and the general applicability of the model fit test, using multipleregression analysis the relationship between the tourists security expectation, securityperceptions, a sense of tourists’security and other affecting factors, this paperconcludes as follows:(1) This paper defines the concept of the sense of tourist security, As that it is thecomprehensive subjective psychological experience of tourists during traveling in aparticular space-time travel condition, with the feeling that is free from danger, freefrom interference from external factors to bear physical and mental stress, injury orproperty damage. And it is the subjective feeling originating from objectiveconditions in the destination and a behavior process of subjectiveness resorting toobjectiveness.(2) This paper explores the cognitive process and cognitive mechanism of senseof tourist security in the tourism destination, pointing out that the sense of touristsecurity cognition process should be mainly composed of tourist’s purchasedecision-making, experience performance, the cognition appraisal entire process. It isthe cognition appraisal process responding to the complex opening tourismdestination system, has experienced the special awareness stage, also passed throughtravelled the before and after different period sensation, the experience and thecognition process.(3) By literature reivew and Web data analysis, sums up the facotrs that affectthe senses of tourist security. five factors are extracted by factor analysis, asfollows:security situation, tourism environment, service content, regional culture.security information. this paper verify the qualitative research conclusions of security expectation, security perceptions of five dimension factors,using multivariatestatistical software SPSS18.0.(4) Based on the extracted affecting factors, this paper discusses the correlationsbetween the tourists’ security expectation, security perceptions et al, usingmultivariate statistical regression analysis (Stepwise Multi-regression Analysis).Multi-regression analysis tests that path coefficient of the sense of tourists’securityevaluation model was fitted. In fitting the model process, the mountain, coastal type,country-and the overall sample data were used to fit the sense of tourists’securityevaluation model, so that model has the universal applicability.(5) Through K-Means Cluster Analysis, the tourists are classified into3types,namely,“Neutral”,“Cautious”,“Adventurous”, so as to understand the degree of thefacotrs that affect the senses of tourist security. Finally, this paper evaluate the senseof tourists’security index of three types tourist destinations, the results reflect: thesense of tourists’security index is low in mountain, coastal, rural tourist destinations,which should pay close attention.The sense of tourists’ security has a major impact on improving the tourismvalue, increase the revisit times, resulting in sense of place and so on. Therefore, it isessential to enhance and strengthen the sense of tourist security in the tourismdestination. Finally, this article proposed “Four to One” strategies, fostering rationaltourists, creating safety tourism environment, utilizing modern security technologyand choosing scientific information transmission channel to enhance and strengthenthe sense of tourist security in the tourism destination.