我国出境旅游者风险感知差异及其信息来源偏好

摘要

本文以我国实际出境旅游者和潜在出境旅游者作为研究样本，通过分析“身体风险”、“时间金钱风险”和“社会心理风险”三大出境旅游风险因子，考察他们对普遍意义上的出境旅游的风险感知，研究“低风险感知市场”、“高风险感知市场”和“两高一低风险感知市场”在人口统计学特征、信息来源偏好等方面的差异，并从目的地营销管理组织的角度提出针对这三类细分市场所应采取的营销对策。%This article took the Chinese actual and potential outbound tourists as samples, and tested their risk percep-tions of outbound tourism in general by exploratory factor analysis by analyzing physical risk, time and money risk, and social and psychological risk. Then, it studied the differences in demographic statistics characteristics, information sources preference of low risk perception, high risk perception, and two-high and one-low risk perception. As last, advices on marketing strategies including “Places” and “Contents” were given to the DMOs overseas.