| For tourists who are far away from their familiar environment to a strange environment,the security requirements as the most basic needs is particularly important.There are a variety of complicated factors,forcing tourism security issues more prominent in current social environment,and the uncertainty of tourism security becomes increasingly evident.The environment of rural tourism is more complex,such as its backward economic foundation,the inadequate public security infrastructure,the low level of security system,etc.,will affect the travel of tourists,and will hinder the healthy and rapid development of rural tourism.Therefore,the study of rural tourism public security is particularly important and urgent.On the basis of analyzing and summarizing the relevant literature and mining the text data of tourists’ online complaint cases,this paper puts forward a model of influencing factors of rural tourism public security based on the theory of expectation-difference.Based on 366 questionnaires of tourists from Hangzhou rural tourism destination,using SPSS22.0 to carry out mean value analysis,factor analysis,variance analysis,regression analysis,cluster analysis and so on,the following conclusions are drawn:(1)Through the correlation analysis of the influencing factors of rural tourism public security,it is concluded that there are some significant influences on tourists’ safety perception,safety expectation,safety cognition evaluation and satisfaction.(2)According to the influence degree of public security of rural tourism on tourists,by using K-Means mean fast clustering method,tourists are divided into three types:"adventure type","balance type" and"cautious type".And summarizes the demand characteristics of the three types of tourists.T(3)Based on the tourists’ cognition of the public safety influencing factors of rural tourism,this paper puts forward some suggestions from four aspects:tourism environment,safety information,safety technology and safety insurance.Such as to create a safe and reliable tourism environment,to disseminate scientific and reasonable safety information,to adopt advanced and applicable safety technology,and to develop appropriate and practical safety insurance.Tourist safety has an important impact on improving tourist satisfaction,increasing tourism value,increasing the rate of tourism re-visiting,and producing the local sense of rural tourism destination and so on. |
