How to understand the safety perception of tourists in tourism

Tourism perception refers to the reflection of the overall attributes of the tourism stimulus environment that directly acts on tourists' sensory organs, that is, the psychological process in which tourists obtain the overall and comprehensive information of tourism objects and tourism products through their senses. For example, the "picturesque lakes and mountains" perceived by tourists are organized on the basis of the colors, sizes and shapes they feel, while the impression that "Suzhou Gardens are the best in the world" is a comprehensive perception of the unique individual attributes of Suzhou Gardens, such as pavilions, rockeries and fountains, flowers and trees, bridges and flowing water.

Tourism perception includes visual perception, auditory perception, taste perception, olfactory perception, tactile perception, motion perception, spatial perception, distance perception and time perception. For example, the perception of tourism time reflects the continuity and sequence of tourism stimuli and the length, sequence, speed and rhythm of tourism time. This is often encountered in the travel itinerary. If the travel itinerary is well arranged, it will bring ups and downs and endless aftertaste to tourists, otherwise tourists will feel monotonous and boring.

Because tourism perception is one of the important psychological factors that affect people's tourism behavior, it is one of the necessary conditions to fully understand the characteristics and influencing factors of tourism perception to explore the laws of tourists' behavior. [ 1]

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Tourism perception characteristics [1]

1. Tourism perception selectivity

In a colorful and ever-changing environment, tourists choose what they perceive, ignore and reject according to their specific needs. In other words, in a certain period of time, the tourism environment stimulates the senses of tourists in many ways. However, people can't feel all the tourist stimulus information, and they can't respond to all the stimuli that act on the sensory organs. Every tourist always chooses several things as the objects of perception, and they feel particularly clear about them, but they feel vague about the things around them, which becomes the background, which is the selectivity of perception.

Of course, in the process of perception, objects and backgrounds can be transferred to each other under certain conditions. For example, when tourists are listening to the tour guide's explanation, the tour guide's speech becomes the object of tourists' perception, while other sounds around it become the background; If the tourist hears someone around him talking about the topic he is interested in, he will turn his attention to the topic that others are talking about, making it the object of perception, and then the tour guide's explanation will be transformed into the background.

Perceptual selectivity The selective characteristics of tourism perception enable tourists to focus on a few important tourism stimuli or important aspects of stimuli, reduce or eliminate the interference of secondary tourism stimuli, enable tourists to better accept the tourist objects, save travel time and energy, and gain a sense of pleasure.

2. The sanctity of tourism perception

The object of tourism perception is composed of some characteristics or attributes of tourism stimulus, but people do not perceive it as an isolated part, but always perceive it as a unified tourism stimulus situation. Even when the individual attributes or parts of tourism stimuli directly act on people, this holistic feature of tourism perception will occur.

On the one hand, tourism perception has holistic characteristics, because there is a certain relationship between each part of tourism stimulus and its various attributes, which always affects people as a whole; On the other hand, the original knowledge and experience of tourists also play an important role in the process of synthesizing various individual information into a whole impression. For example, if tourists visit a scenic spot with beautiful scenery, unique landscape, clean and tidy, and thoughtful service staff, although you may know little about other features of the city, you may form a good impression on the whole city; And if you happen to meet a waiter with poor service attitude in a restaurant, you may think that the staff in this restaurant are definitely not of high quality and don't want to visit again. In the arrangement of tourist attractions, the tour guide only needs to point out the inherent laws of some similar scenic spots, and does not need to visit one scenic spot after another.

3. Understanding of tourism perception

Tourists' perception of tourism stimuli is a subjective filtering process. In the process of selection, people often understand and perceive stimuli according to their previous knowledge, experience, motivation and perceptual interest, and actively process them and mark them in the form of concepts. This feature is the understandability of tourism perception. The understanding of perception is helpful to improve the perception speed, save the perception time, form a more complete perception impression, and also help to explain why tourists have different perceptions of the same tourism product.

The understanding of tourism perception is not only influenced by experience, but also guided by language. Especially when the tourism environment is complex and unfamiliar, and the external characteristics of tourism stimulation are not obvious, the language guidance of tour guides can supplement the content of tourists' perception and make tourists' perceptual knowledge of tourism objects tend to be perfect. For example, when visiting Longquan Cave in Bishan, the hometown of candied dates in Shuidong, Anhui Province, tourists may be dazzled by various stalactites, but through the introduction of tour guides, various mythological images such as stone boats, Shi Wa, peacocks, fairyland in Xiaohuangshan and the Milky Way will become vivid. For another example, many tourists find that the pavilions in many scenic spots in China are round at the top and square at the bottom; The main building of the Temple of Heaven in Beijing is round, but the walls are square. Some people think that this phenomenon is for the transformation of geometric figures, while others think it is for aesthetics. The embodiment and application of the theory of "the sky is round and the earth is round" in the tour guide's explanation can make the finishing point, let visitors know the internal causes of architectural features and have a preliminary understanding of China's traditional culture and way of thinking.

4. The constancy of tourism perception

Constancy refers to the characteristic that the object of tourism perception remains relatively unchanged when the tourism conditions change within a certain range. The constancy of tourism perception is also influenced by many factors, among which the knowledge and experience of tourists are the most important. For example, when a tourist waves goodbye to the tour guide, his figure is getting smaller and smaller, but the tour guide will not feel the guest's body getting smaller.

Using the constancy of tourism perception, we can develop tourism products. For example, if you visit the Window of the World in Shenzhen, you will still feel immersed in the landscape models such as the Louvre, the White House, the Red Square and the Eiffel Tower, which have been reduced to a certain extent, and you will still have a good feeling of traveling around the world all day.

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Influencing factors of tourism perception [2]

First, the objective factors affecting tourism perception

The characteristic principle of perception theory tells us that things with great stimulus intensity, novelty and uniqueness, things with great differences between objects and backgrounds, things with changing movements, things that appear repeatedly, and things that conform to the law of combination are easily perceived by people. In order to catch the eye of tourists, attract their attention and make them feel the travel, the tourist object must meet the following points.

1. Novelty and uniqueness of tourist objects

The tourist object has certain stimulation intensity and outstanding physical attributes. Novel and peculiar tourist objects are unheard of and unseen by tourists, which are easily perceived by tourists and cause freshness. For example, tourists are attracted by the unique water color of Jiuzhai and the unique karst landscape of Huanglong, and they are reluctant to leave for a long time.

2. Combination forms of tourist objects

(1) approximation law. When objective things are close in time and space, they are easily perceived as a whole. Several tourist objects that are close to each other in space are easily perceived as a tourist attraction or scenic spot.

(2) the law of similarity. When the physical properties of objective things such as color, intensity, size and shape are similar, they are easily perceived as a whole. If people's attitudes, beliefs and values, social background, education level, appearance and looks are similar, people will easily perceive that they belong to a certain category or group; Lushan, Chengde, Qingdao and Kunming among the tourist attractions have their own characteristics, but we usually regard them as summer resorts.

(3) the law of convergence. When objective things are incomplete or not closed, the overall characteristics of perception will close them. Several tourist objects * * * surround a space, such as Daguanlou, Xishan, Haigeng Park and Ethnic Village, which are all located near Dianchi Lake in Kunming. Although there are several tourist attractions, they all surround Dianchi Lake, which constitutes the Dianchi Lake tourist area. Using the principle of closure, tour guides deliberately leave some gaps when introducing scenic spots, so that tourists can think, imagine and fill in the gaps themselves, thus forming a complete and more meaningful tourism perception.

(4) continuous law. When objective things are continuous or moving in the same direction, they are easily perceived as a whole. For example, in tourist attractions, tourists wearing red tourist hats are mixed with tourists wearing blue tourist hats. Although they are all moving in the same direction, it is easy for people to divide them into two different tourist groups.

3. Comparison of differences between tourist objects and backgrounds

At the same time, in the process of perception, what tourists clearly perceive is the object of tourism perception, while what tourists vaguely perceive becomes the background of this object. The greater the difference in intensity, color and shape between the object and the background, the sharper the contrast, and the easier it is to distinguish the perceived object from the background. "Little Red" in Evergreen and "Little Red" in Evergreen are easily perceived and selected; And "a little bit of red in a million", even if it is "a mass of red", is hard to be perceived. Mountaineering tourists must wear colored clothes, not white clothes, so as to avoid being difficult to find after falling behind; It is best for tour guides to wear brightly colored clothes so as to be easily recognized by group members during the tour.

4. Changes in tourist activities

In the relatively static background, moving tourist stimuli such as pouring waterfalls, speeding trains and flashing neon lights are easy to become the objects of tourism perception. And static things are not easy to be perceived by people. Tour guides should pay attention to the cadence of sounds according to different scenic spots, and the changeable pronunciation can deepen tourists' understanding of tourist attractions.

5. Repeated appearance of tourist objects

Repetitive things are easily perceived as tourist objects, because one stimulus is not impressive, and many stimuli are impressive. People often see advertisements and publicity materials of the same tourist attraction, or often hear reports of a tourist attraction. Because information appears repeatedly and acts on people's brains many times, people will have a deep emotional impression. But it should be noted that repeated stimulation can make people feel monotonous and lead to boredom. Repetition is the same theme, but the form is slightly changed.

6. Oral instruction from others

The oral guidance of others helps to improve the understanding of tourists' perception. It can make tourists quickly know and understand the unfamiliar tourist objects, thus deepening their impression of the tourist objects. This is most fully reflected in the process of tourism. Those tourists who have a guide to explain the tourist attractions are often more vivid and complete than those who don't have a guide.

Second, the subjective factors affecting tourism perception

From subjective psychological analysis, perception is influenced by personal consciousness tendency, expectation and experience, demand, interest, hobby and other factors. The pleasure principle of the perceptual principle shows that things that can satisfy personal needs, motives and interests are first chosen by perception.

1. Interest of tourists

What you are interested in can become the object of perception, which not only affects the choice of the object of perception, but also has a great influence on the degree of perception and perception impression. Visitors who are interested in literature and history always pay attention to tombstones, stone carvings, Chinese paintings and calligraphy; Religious tourists will never forget to worship the temple; Tourists who like nature are particularly yearning for the sea, mountains, flowing springs, waterfalls, ancient trees and blue sky.

2. Tourists' motivation

Anything that can satisfy tourists' needs and stimulate tourists' motives can directly become the object of perception, while those that cannot satisfy tourists' needs and motives are often ignored. When people want to travel, information about travel price, route arrangement and destination weather becomes the main perceptual object. Wealthy tourists think more about whether the service is comfortable, convenient and thoughtful, while tourists with average economic ability think about whether it is affordable.

3. The mood of tourists

Emotions can be divided into positive emotions and negative emotions. When tourists are in a positive emotional state, they will actively perceive everything they touch. Although they braved the storm, they were still in high spirits. When they are in a negative emotional state, they will have no interest in everything and even cry when they see flowers and the moon.

4. The personality of tourists

People with different personality characteristics have great differences in the depth and breadth of perception: introverted tourists like quiet activities, such as fishing, playing chess and reading books; Extroverts actively participate in activities with strong participation and certain risks, such as mountaineering, boating and rafting. Bloody tourists perceive quickly and widely, but not carefully enough; Sticky tourists have slow perception, small scope and profound perception of things.

5. Tourists' knowledge and experience

In tourism activities, knowledge and experience play a role in shortening the sensory process and expanding the perceptual experience. With previous knowledge and experience, tourists can classify the tourist information they contact and speed up the perception process. Knowledge, experience and impression also affect the aesthetic mood and judgment of tourists.

6. Religious beliefs of tourists

Religious belief also has a great influence on tourists' perception and choice. For the same temple, people who believe in Buddhism will worship it as a holy place, while those who don't believe in Buddhism only regard it as an ordinary temple; People who believe in different religions have completely different perceptions of different religious tourist destinations. People who believe in Islam will not go to Wan Li to worship in Mecca, and people who believe in other religions will not regard Mecca as a special tourist destination.

7. Age and occupation of tourists

Young people and old people often have different perceptions of the same scenic spot. A tourist who is engaged in archaeology and a tourist who is engaged in medical work have completely different perceptions of ancient tombs.

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Tourists' perception of tourism conditions [2]

Tourists' perception of tourism conditions is the premise for tourists to make tourism decisions, produce corresponding tourism behaviors and evaluate tourism services.

(A) Cognition of tourist destinations

It refers to people's understanding of a tourist destination before they go there, and their cognition of it after they arrive there. At different stages of tourism behavior, the information sources of perceiving tourist destinations are different. In the stage of tourism decision-making, the perceived information comes from the social environment information, that is, the experience of oneself or others; Business environment information, that is, the publicity of various news media, books and periodicals, advertisements, trade fairs, travel brochures, etc. , mainly indirect information, affecting the psychology of tourism decision-making. When tourists arrive at their destination and enter the stage of tourism activities, the perceived information mainly comes from their own personal experience and personal experience, mainly direct information, which affects tourists' consumption behavior and subsequent behavior. The more tourists know about tourist destinations, the clearer their perception information and the stronger their satisfaction with tourist destinations. Tourists' perception of tourist destinations is greatly influenced by information factors and propaganda methods.

(B) perception of travel distance

1. Psychological mechanism of tourism behavior

From the perspective of economic psychology, human behavior is related to the input-output ratio. When the output exceeds the input to meet people's needs and interests, that is, "value for money" or "value for money", people's behavior will inevitably occur; On the contrary, when the output is less than the input and fails to meet people's needs and interests, that is, "things are not worth it", people's behavior will not happen; When output equals input, human behavior is possible, which may or may not happen. So, what is the input and output of tourists in tourism activities? Tourists pay money (money), time (leisure), energy and physical strength when traveling. What you get is experience products, including tangible tourist souvenirs, catering products (such as food and exquisite snacks), and more intangible services, such as comfortable enjoyment.

The tourist landscape of a tourist destination will attract tourists. The farther away, the more novel and attractive the tourist landscape will be. However, traveling abroad comes at a price. The farther the distance, the greater the cost of money, time, energy, safety, convenience and comfort, and even emotion. These costs, which are directly proportional to the distance, are called tourism decision friction, which inhibits people's travel motivation and prevents the occurrence of tourism behavior. Only when tourists judge their own travel behavior that the possible benefits are greater than the price they have to pay, will they make travel decisions and then put them into practice.

2. The double influence of distance perception on tourism decision-making

Alienation is an important feature of tourism. Tourists always leave their permanent residence to travel to tourist attractions in different places, forming a tourist distance. How does distance affect tourism decision? According to the above input-output ratio theory, distance perception will have a dual impact on tourism decision-making, that is to say, regardless of the distance, it will have a positive or negative dual impact on tourism decision-making.

(1) blocking effect

In the initial stage of tourism, tourists are unlikely to travel long distances. Tourists will go to a short-distance tourist destination first, because the landscape is attractive, but the friction is small, and it costs less money, takes less time, has less physical energy, is convenient to go out, and has a sense of security and self-control; But when the destination is far away, tourists pay a lot of money, time, energy and physical strength, so the friction is great. From this, we can understand the phenomenon that the distance between tourist source and tourist destination is inversely proportional, that is, the closer to tourist source, the more tourists there are; The farther away from the tourist source, the fewer tourists there are. This is one of the reasons for the tourist source rule of short-distance travel first, long-distance travel first, domestic travel first, and international travel later. For example, since 2000, the top three countries in China's international tourist market are Japan, South Korea and Russia, and the distance should be a factor that cannot be ignored. Similarly, in domestic tourism, distance is also one of the important factors that determine tourism behavior. For example, Jiangsu, Zhejiang and Shanghai are mutually important tourist destinations, and distance also plays a role.

But when tourists have rich travel experience, they have seen all the close-up tourist attractions, and some have even been there many times. At this time, these close-up tourist attractions will lose their attraction, but will prevent tourists from traveling. At this time, attraction becomes friction.

(2) Motivation

When tourists perceive that some tourist destinations are far away, it may not only prevent the occurrence of tourism behavior, but also encourage it. The novelty and uniqueness of distant tourism resources deeply attract tourists' curiosity, which will produce strong attraction and stimulate tourism behavior. From the psychological point of view, people generally have a tendency to "worship the distance". Being far away usually means mystery and strangeness, which can arouse people's curiosity. Because human beings have always had a strong consciousness and desire to explore the unknown world, this makes mystery and strangeness constitute the unique attraction of those distant tourist attractions. In addition, it also includes the form and content of beauty that people imagine. Distance produces beauty, and aesthetic demand is an important demand that tourists generally pursue. Therefore, distance becomes an integral part of attraction. With the rich tourism experience and the improvement of people's income level, this kind of attraction composed of mysterious, strange and beautiful factors will become more and more attractive, and the friction will be reduced. Sometimes the incentive effect of distance attraction will exceed the preventive effect of distance friction, attracting tourists to travel to distant places. This can explain why people are getting farther and farther away from two places with similar fun and gains.

In a word, distance perception can not only stimulate people's travel behavior, but also play a preventive role. However, what role does distance perception play, and its influence degree varies with tourists' travel experience, conditions and purposes.

For tourist destinations, it is necessary to reduce the deterrent effect of distance and expand its incentive effect. First of all, we should provide high-quality tourism products and services for the tourism market, pay attention to the product cycle and constantly innovate products. Secondly, do a good job in market segmentation, seize the tourists in the surrounding areas, and attract long-distance tourists at the same time, thus occupying a steady stream of tourist markets. Finally, we should attach great importance to tourism propaganda, shape a good tourism image and guide tourists to make tourism decisions. Take a multi-pronged approach to maximize the incentive effect of distance perception, minimize the deterrent effect, and strengthen the attractiveness of tourism products and services.

(c) Views on tourist traffic

Tourist transportation refers to various means of transportation available to tourists. Traveling abroad depends on various means of transportation. With the progress of society, there will be more and more alternative means of transportation. What kind of transportation is chosen is closely related to tourists' perception and impression of these transportation. The perception of tourist traffic mainly focuses on price, speed, safety, comfort and vehicle characteristics.

1. Perception of aircraft

Aircraft is a means of transportation, suitable for long-distance travel and time-sensitive business travel. Its advantage is fast and convenient, but its disadvantage is high price. When flying, safety is the primary factor; Secondly, the price, for the vast majority of people who haven't decided whether to travel, a large discount ticket will make them extremely tempted; The third is time, including take-off and landing time, whether to arrive at the destination on time, and the number of stopovers; The fourth is the quality of aviation service.

2. Perception of the train

Trains are the main means of transportation for short and medium trips in China. Their advantages are low ticket price, strong safety and good scenery along the way. Their disadvantage is that it is difficult and time-consuming to buy tickets. The factors that affect tourists' perception of trains are as follows: First, the running speed, which is the sixth time that China Railway has greatly increased its speed, has provided convenience for people to travel; The second is the running time, whether it runs on time, the time of departure and arrival at the destination, and the number of stopovers; The third is the quality of service in the car.

3. Perception of cars

Cars are means of transportation for short-distance travel and scenic spots, including private cars, buses and long-distance buses. The development of expressway provides convenience for automobile tourism. With the development of social economy, the proportion of families owning private cars in China is increasing, and more and more tourists choose go on road trip. The biggest advantage of car travel is convenience and flexibility, but the disadvantage is poor comfort and crowded road conditions.

4. Perception of ships

Ships mainly include ferries and cruise ships. With the rise of air passenger transport, the development of railway passenger transport and the rise of road passenger transport, the ocean passenger transport business has gradually declined. However, with the development of modern tourism, short-distance sea cruises and inland river sightseeing called cruise ships are on the rise. The comfort of the cruise ship is good, and the service on board is distinctive. The journey itself is sightseeing, but it is greatly influenced by the climate.

5. Perception of special vehicles

For the convenience of tourists, some special means of transportation are also favored by people. For example, electric tour buses, sheep carts and horse-drawn carriages in scenic spots integrate transportation and entertainment; Taking the cable car can not only avoid excessive physical exertion when going up and down the mountain, but also enjoy the scenery from another angle; There are also some zip lines in ethnic areas, which are near misses in the deep mountains and valleys. These vehicles are easy to attract tourists' interest because of their uniqueness.

(d) Views on travel time

1. rhythmic

"The way of civil and military affairs, relax once at a time." Rhythm is one of the basic laws of nature and one of the temporal laws of human activities. Tourists' travel activities should have a rhythm, specifically three sentences: "relax, relax after relaxing, relax after relaxing." "Relaxation" means that tourism activities should be combined with relaxation, and work and rest should be appropriate; You shouldn't be too nervous, and certainly you shouldn't be too relaxed. "Relaxation after relaxation" means that in the whole process of tourism activities, due to strong physical strength, energy and thirst for knowledge, activities can be arranged slightly nervously in the initial stage; The activities in the final stage should be arranged loosely. "Relaxation of road tension" will be explained below.

Step 2 travel fast

Travel should be tense, that is, "tension on the road." Fast travel refers to completing the round trip between residence and destination in a short time. When traveling abroad, tourists always try to shorten the boring time on the way and use the most effective and fastest means of transportation to save time. Because the travel time of tourists is fixed, shortening the travel time means extending the stay time of tourist destinations. Travel is only a condition: travel is the purpose. The destination of most tourism activities is tourist attractions, and tourists want to have enough time for sightseeing, and traveling by means of transportation is the way to achieve this goal. At the same time, due to the space limitation in transportation, people will be physically tired and psychologically monotonous. In order to reduce this bad feeling, tour guides often arrange some interesting activities, do some explanations that interest tourists, or kill time by singing and playing games. The perception of travel time is also different with different travel motives. For example, hikers like to spend a long time on the trip to better understand the local customs.

Swim slowly

Tourism should be relaxed, that is, "relaxing" the time spent in the tourist destination should be sufficient, and the activities should be relaxed, so as to ensure that tourists can have a good time and enjoy the body odor calmly. Sightseeing spots are the purpose of tourism, so we must have a relaxed mood to enjoy the beautiful scenery of mountains, rivers, seas and places of interest. If you can't enjoy the beauty from the depths, you can't enjoy yourself. Tourists hope to have enough stay time and rich content for themselves to enjoy in the tourist destination; Tourism providers should also try their best to provide guests with perfect services in food, accommodation, transportation, travel, shopping and entertainment, and turn monotonous sightseeing products into diversified products integrating sightseeing, leisure, participation and vacation, so as to extend the stay time of tourists in tourist destinations as much as possible and make them linger.

Step 4 be punctual

Activities should be punctual, and the pre-agreed service time requirements should be fulfilled, including limited time, punctuality and punctuality. If vehicles leave on time and arrive on time, various service specifications should be time-bound. Under the premise of ensuring safety, it is very important whether the means of transportation can be on time. Because punctuality can ensure that tourists can arrange their time and activities according to the plan, once they are delayed or delayed for various reasons, they will upset the psychological balance of tourists, cause their strong anxiety and disgust, and even ask the tourism provider to compensate for the losses.

5. controllable

Time includes not only physical time, social time, but also psychological time. The time perception of tourists is the subjective impression of tourists on the objective thing of time. People's perception of time is relative, and psychological time can be adjusted. The factors that affect time perception are:

(1) Activity content. Tourism activities are colorful, and tourists are in a happy mood, and they will feel quick to ask questions. On the contrary, if tourism activities are poor and tasteless, tourists will feel lonely and time will pass slowly.

(2) Emotional attitude. Tourists with a positive attitude and full of emotions will "short-estimate" the time and feel that time passes quickly; On the contrary, negative attitude and indifference will "estimate" the time and feel that time passes slowly.

(3) look forward to it. When people are waiting, time passes slowly, and when the waiting object arrives, time is fast again.