Research On Tourists' Safety Perception In Rural Tourist Attractions

China's rural tourism market has large demand,strong tourism supply,and rapid growth in tourism income.Rural tourism areas have special natural environments,which have problems such as poor management and backward facilities.The contradiction between the rapid growth of rural tourism demand and the unbalanced and inadequate development of rural tourism makes security accidents occur frequently during rural tourism activities.At the same time,due to the high dependence of tourism on tourism resources and the environment,it is more vulnerable to the impact of unsafe factors in the environment.Tourists' safety perception is a subjective psychological evaluation of the safety of tourist destinations.To a certain extent,tourists' safety perception affects tourists' satisfaction and tourism decision-making,which is an important research content in the field of tourism safety.It is of great significance to improve the management level of Rural Tourist Attractionss and promote the healthy development of rural tourism.This study uses literature analysis and field investigation to design a presurvey questionnaire that includes open questions.Conduct preinvestigations through expert consultation and online questionnaires.Finally,28 questions including catering health,scenic public order,road traffic,etc.were selected for formal survey.The formal survey selected Fujian's representative rural tourism scenic spots.After surveys,a total of 500 questionnaires were distributed,and finally 456 valid questionnaires were obtained.The conclusions are drawn as follows:(1)Through factor analysis,it can be found that in rural tourism situation,tourists' safety perception includes five dimensions: traffic safety perception,shopping safety perception,environmental safety perception,catering safety perception,tour and accommodation safety perception,among which tourists are most worried about environmental safety and shopping safety.Tour and accommodation safety perception is the unique dimensions of tourists' safety perception in Rural Tourist Attractions.(2)The overall safety perception level of tourists in Rural Tourist Attractions is low,indicating that tourists are still worried about the occurrence of various security problems during travelling.On the one hand,tourists are worried about the safety problems of the environment and the shopping dimensions that are exiting in the general tourism situation;On the other hand,even the two dimensions of tourists' safety perception,tour and accommodation safety perception,and traffic,which have a higher perception level,are still lower than the general level.It shows that the current security situation of Rural Tourist Attractions is not optimistic,which makes tourists feel certain insecurity.(3)Through the analysis of variance and independent sample t-test,it is found that tourists' catering and service safety perception is affected by age,income,time concern and accident response;the traffic safety perception is affected by age,education,source place and accident response;the tour and accommodation safety perception is affected by age,education and accident response;the shopping safety perception is affected by age,source place,tourism preference and accident response;environmental safety perception is affected by accident response.Tourists' marital status,occupation,source place,safety experience,cost concern,accommodation concern,traffic concern and insurance purchase have no significant impact on tourists' safety perception.The safety perception differences of different tourists are mainly reflected in the dining environment,food hygiene,public transportation convenience,natural disasters and other issues.For the sustainable and healthy development of rural tourism and the improvement of the quality of Rural Tourist Attractions management,tourist safety perception has a high research value and a strong practical significance.The selection of Fujian Rural Tourist Attractions as the research destination provides a preliminary basis for the study of the safety perception of Rural Tourist Attractions.However,the applicability of the scale to other Rural Tourist Attractions with different regional characteristics and the comprehensive coverage of the scale items still need to be further explored.