Abstract:

This research aims to analyze the risk perception of tourists in Dolphin Discovery Center (DDC) Bunbury, West Australia and serves for the destination a management and marketing. Factor analysis, K-Means cluster analysis and variance analysis were combined to examine the extent of risk perception for DDC and demographic differences. The main conclusions were as following: three factors that tourism experience quality, physical safety, and amenity were extracted based on the exploring factor analysis; according to the extent of risk perception, wildlife tourists had been divided into three categories: weak risk awareness, medium risk perception, and strong risk perception. Wildlife tourists perceived experience quality risk as the strongest factor and physical safety as the weakest factor, and amenity risk was in an intermediate position. Independent-sample t test and variance analysis were used to examine the demographic difference in risk perception and the results showed that different age, income and family status all had significant difference in risk perception except gender; tourism experience, travelling companion, expenditure and staying time and other tourism behavior all had significant difference in risk perception as well as satisfaction and willingness to revisit, except for information source.

Key words: wildlife tourism, non-consumptive, risk perception, Australia, dolphin

摘要：

通过对前往澳大利亚班布里海豚探索中心的访客进行调研, 运用因子分析、K-means 聚类分析、方差分析等定量方法, 分析游客对在野外生境中接触海豚的风险感知程度及差异性。通过探索性因子分析, 共识别和提取野生动物旅游风险感知量表的 3 个维度: 体验质量风险、舒适性风险和身体安全风险。受访者感知程度最强为体验质量因子, 其次为舒适性, 最后为身体安全。运用 K-means 聚类分析方法, 依据量表均值得分, 将受访者分为 3 类: 弱风险感知、强风险感知和中等风险感知, 而样本总体对接触海豚风险感知程度归属为弱风险感知, 认为接触海豚是相对安全的活动。通过独立样本t检验和方差分析, 对比不同游客特征对野生动物旅游风险感知的差异性。结果发现, 人口社会学特征中, 除性别外, 不同年龄、收入和家庭状况在风险感知程度上均存在显著性差异; 旅游行为中, 旅游经历、旅行同伴、消费额和停留时间对风险感知具有显著性差异, 信息来源途径无显著性差异; 满意度和重游意愿对风险感知都具有显著性差异。

关键词: 野生动物旅游, 非资源消费型, 风险感知, 澳大利亚, 海豚