Study On Tourist Food Safety Risk Perception In Scenic Spot And Government Improvement Countermeasures

With the continuous improvement of people’s living standard,tourism has developed rapidly,the number of domestic tourists was increasing year by year.As an important service contents of scenic spots,catering industry is directly related to the health and safety of tourists.Therefore,people pay more and more attention to the food safety in scenic spots.Due to the dense population in tourist areas,especially at the turn of spring and summer,or autumn and winter,bacteria and viruses are highly contagious.Once the supervision is out of control,it is likely to cause major food safety accidents.In recent years,food safety accidents occur frequently in scenic spots,especially man-made accidents,such as illegal additives,pesticide residues,food hygiene risks and so on,which leads to great food safety risks and tourists’ perception of food safety risk in scenic spots.Tourists’ perception of food safety risk can cause certain social panic to the scenic spots,which can lead to a sharp decrease in tourists and a decrease in their willingness to eat and drink.Therefore,in order to understand tourists’ perception of food safety risk in the scenic spots and avoid unnecessary social panic,this article embarks from the perspective of risk perception,establish the risk perception model of food safety for tourists,choice Wuzhen town,Jiaxing city,Zhejiang province as research area,through the way of questionnaire sampling survey,focus from visitors food safety risk perception of three dimensions: trust,environmental,knowledge and experience,through variance analysis and regression analysis method,analysis the influencing factors of tourists’ food safety risk perception,offer pertinently supervision enlightenments for the government regulatory authority to reduce tourists’ perception level of food safety risks.Results show: firstly,the study found that the level of tourists’ food safety risk perception was generally at the medium level,the level of trust in government and scenic spots was also at the medium level,and tourists pay more attention to food safety.Secondly,it was found that the lower age and the higher the education background and income,the higher the risk perception level of food safety.Lastly,the study found that the higher the degree of government trust,the lower the level of food safety risk perception,the higher the trust of scenic spots,the lower the level of food safety risk perception,the higher the environmental risk,the higher the level of food safety risk perception.On the basis of empirical investigation,this paper puts forward the enlightenment of government supervision policies from four aspects:strengthening the supervision level of food safety,implementing the main responsibility of food safety,promoting propaganda of government food safety work and establishing unified standards of catering environment to reduce tourists’ perception of food safety risk.Government regulatory departments should take precise measures,enhance the government’s food safety management ability,properly allocate regulatory power,strengthen information communication,promote propaganda of government food safety work,strengthen daily supervision,improve the scenic spot consumption complaint mechanism,build sunny kitchen and standardize the hygiene of employees,which can reduce tourists’ perception of food safety risks,improve consumers’ correct cognition of food safety situation and avoid unnecessary food safety scares for working together to create a safe environment for scenic spots to consume food.