Study On The Relationship Among Safety Atmosphere,Tourist Safety Cognition And Safety Behavior In Thailand’s Coastal Tourist Destination

Tourism safety is one of the key tactors affecting tourists’ choice,and it is also the most concerned issue of tourists in the process of tourism.Not only that,but also tourism safety is an important cornerstone to ensure the healthy and stable development of tourism destination.It has a profound impact on the promotion of tourism destination image.Tourism safety runs throuah the whole process of tourism activities and all tourism activities.Therefore,how to improve the safety management system and provide a relatively safe tourism environmnt for tourists has a long-term significance for the stability of destination tourism..Tourist safety is affected by many factors,especially with the change of tourists’consumption concept and social transformation brought by economic development,which makes the safety of tourist destinations and the safety and order of tourist environment face many challenaes.Because of the special geographical position and the great influence of natural environment,the unstable factors of coastal tourism destinations are more obvious than other tourism destinations.Therefore,how to improve the security atmosphere of coastal tourism destinations,guide tourists’ safety behavior and provide security guarantee is the premise to enhance the image of coastal tourism destinations and attract tourists.At present,the research on safety climate is mostly focused on enterprises.The research results of safety climate within enterprises are relatively rich,and a relatively pertect theoretical system has been formed,while the research on safety climate in the field of tourism is less.At the same time,to enhance the safety of tourist destinations,it is necessary not only to create and enhance a safe atmosphere,improve safety facilities and improve safety management system,but also to enhance the safety awareness ot tourists and guide their safety behavior.Therefore,this study takes the coastal tourism destination of Thailand as an example,after collating and reviewing the relevant literature,constructs a theoretical relationship model between the safety climate of tourist destination,the safety awareness of tourists and the safety behavior of tourists,and puts forward three hypotheses:(1)the safety climate of tourist destination has a significant positive impact on the safety awareness of tourists;(2)the safety of tourist destination.Atmosphere has a significant positive impact on tourists’ safety behavior;(3)tourists’ safety awareness has a significant positive impact on tourists’ safety behavior.tourists’ safety behavior.In order to verify the theoretical model and hypothesis proposed in this study,after a theoretical review of the relevant literature,the relevant dimensions of the variables in this paper are sorted out,and a questionnaire is designed.Taking Chinese tourists to Thailand’s coastal tourist destinations for tourism activities as the subjects of the survey,this paper collects and collates the original data and uses SPSS 22.0 to analyze the collected data.Through factor analysis,the relevant dimensions of the variables in this paper are extracted.The safety atmosphere of tourist destinations consists of four dimensions:personnel,environment,facilities and management safety atmosphere.Composition,and further use of regression analysis to verify the relationship between vanables.The results of empirical analysis show that the safety climate of tourist destinations will have a positive impact on tourists’ safety perception;the safety climate of tourist destinations will have a positive impact on tourists’ safety behavior;and the safety perception of tourists will have a positive impact on tourists’ safety behavior.The hypothesis in this paper has been validated effectively.Based on the conclusions of this study and the actual situation of coastal tourism destinations in Thailand,this paper puts forward corresponding policy recommendations from the government,enterprises,tourism practitioners and tourists themselves,such as improving the safety atmosphere of tourist destinations,enhancing tourists’ safety awareness,guiding tourists to travel safely,strengthening safety awareness education and propaganda,and improving safety facilities.It is hoped to provide some reference for the improvement of Thai tourism image,the perfection of safety management system,the construction of safe tourism environment and the protection of tourists’ personal safety,and provide some ideas for the scientific management of Thai tourism management departments.