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| STUDY ON THE INFLUENCING FACTORS, FORMATION MECHANISM AND PROMOTION TACTICS OF THE SENSE OF TOURIST SECTURITY |
| ZOU Yong-guang, ZHENG Xiang-min |
| School of Tourism Management, Huaqiao University, Quanzhou 362021, China |
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Abstract Sense of security is not only the "barometer" of the safe condition in tourism destinations but also the most fundamental element of tourist needs, which manifests the security situation of destinations objectively and serves as an important indicator to measuring "suitable tourism destinations". However, The problem of tourists' safety has attracted wide attention due to various travel accidents happening under different circumstances with highly uncertain and complex occurrence in recent years. So it is of great urgency and significance to strengthen the comprehension of the importance of the sense of tourist security. Firstly, this paper defines the concept of the sense of tourist security. And it is the subjective feeling originating from objective conditions in the destination and a behavior process of subjectiveness resorting to objectiveness. Secondly, this paper discusses the significance of the sense of tourist security and factors affecting it. After a detailed discussion on the definition and the connotation of the sense of tourist security, it summarizes and induces the major factors that affecting the sense of tourist security. Thirdly, based on the tourist consumption behavior, this paper explores the cognitive process and cognitive mechanism of sense of tourist security in the tourism destination, pointing out that the sense of tourist security cognition process should be mainly composed of tourist's purchase decision-making, experience performance, the cognition appraisal entire process. It is the cognition appraisal process responding to the complex opening tourism destination system, has experienced the special awareness stage, also passed through travelled the before and after different period sensation, the experience and the cognition process. The sense of tourist security has a major impact on improving the tourism value, increasing the revisit rate, resulting in sense of place and so on. Therefore, it is essential to enhance and strengthen the sense of tourist security in the tourism destination. Finally, this article proposed "Four to One" strategies, fostering rational tourists, creating safety tourism environment, utilizing modern security technology and choosing scientific information transmission channel to enhance and strengthen the sense of tourist security in the tourism destination.
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Received: 30 May 2011
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2012, Vol. 27 
