The Research On Tourism Destination Safety And Risk Assessment Based On Tourist Perception

Tourism safety is the basic premise and important guarantee for tourism industrydevelopment. No safety, No tourism. The research clarifies many relevant literatureson tourism safety, defines relevant concepts and elaborates the basic theories, andinitially constructs the destination safety assessment system based on tourists’cognition. The research applies mean methods and factor analysis model toempirically evaluate the Xiamen city’s tourism safety situation. The results showfollowing.First, The research applies mean method to evaluate the tourism safety and risklevel from the perspective of entirely, genre, frequency of visiting to Xiamen city,tourism type. From the entirely perspective, except for the catering link and shoppinglink, the safety levels of other links are relatively high. Safety levels of every elementare general. From the genre perspective, the evaluation values of men to tourism linksand elements are higher than women. From the perspective of frequency of visiting toXiamen city, the evaluation values of tourist of first visiting to Xiamen are higherthan tourists of more than once. The evaluation values of tourist of first visiting toXiamen are higher than tourists of more than once in catering link and shopping link,other tourism elements are otherwise. From the tourism type perspective, the safetyvalue in different tourism type shows obvious discrepancy. the values of package tourin most of the tourism elements are lower than independent tour.Second, From the factor analysis, the KMO value of the whole touring is above0.89,the loading values are less than0.5,and the total variance contribution rate is62.59percents. From the total evaluation value of tourism safety and risk, the totalevaluation value is2.51, showing that tourists think the safety level is low in Xiamencity. In tourism elements, the KMO value of each tourism link is above0.75. the totalvariance contribution rate is51percent. From the evaluation level of tourism links,the value of tourism traffic link is the highest, the touring link and shopping linkranked second, and the accommodation link is the lowest.Third, the OLS model shows the perception level of single tourism link issignificantly positive impact to the total tourism safety level. On the analysis of theperception level of all the tourism links on the total tourism safety level, it shows theperception levels in the travel link and entertainment link are significant positive impact to the total tourism safety level. Adding to dummies as gender, frequency ofvisiting to Xiamen city, and touring type, it shows the perception levels in the travellink,shopping link,entertainment link are also significantly positive impact to the totaltourism safety level.