An Empirical Study On Tourists' Safety Expectation And Perception Of Excellent Tourist Routes In Northern Xinjiang

As the basic requirement of tourists' travel,the safety of tourists is the primary factor affecting the long-term development of tourism in tourist destinations.As the largest province-level administrative region in China,Xinjiang is located in the northwest border area of China.As one of the important tourist destinations in China,its unique social environment,natural environment and geopolitical environment not only attract domestic and foreign tourists,but also make tourists pay special attention to the tourist safety of Xinjiang.The safety expectation of tourists before coming to Xinjiang affects their travel decision and behavioral intention,that is,whether they choose Xinjiang as a tourist destination.The actual safety perception generated after the arrival influences the decision of whether to travel again.Therefore,this article studies both at home and abroad,on the basis of the northern Xinjiang,Xinjiang as the study area,with "Tian-Tu-Ka" and "Tian-Tu-Yi" two lines as an example,through the way of questionnaire distributed to the Xinjiang tourist safety expectation and perception investigation,exploration for tourists to Xinjiang safety differences between expectation and perception,thus improve the visitors a sense of security,promote the sustainable development of tourism industry in Xinjiang.The results show that:(1)The factors affecting the sense of security of tourists on the northern Xinjiang route include: safety of accommodation,safety of tourism services,basic security of destination,commodity and information,safety management of tourism activities,social environment and natural environment.Before entering Xinjiang,tourists have the highest expectation on the safety of Xinjiang tourism services,while after actually entering Xinjiang,tourists have a low perception of this safety.Before entering Xinjiang,the tourists' expectation of the overall social and environmental safety of Xinjiang was in the middle,but the tourists' actual perception performance of the security situation of Xinjiang was the highest in the two routes after entering Xinjiang.(2)Through the difference analysis among variables,it is found that tourist attributes show significant differences in natural environment safety,but significant differences in other safety perception factors.(3)There is a significant positive correlation between tourists' intention of revisiting and recommending behavior and tourists' safety perception of security situation,that is,the better the security situation is,the more likely tourists are to return and recommend others to visit Xinjiang.In addition,the results in the table also show that there is a significant positive correlation between tourists' behavioral intention on the "Tian-Tu-Ka" route and tourists' perception of accommodation safety,indicating that the higher tourists' perception of accommodation safety on this route,the higher their willingness to revisit and recommend others.(4)Through IPA analysis method,this paper finds that fake and inferior commodities,complaint channels,the setting of safety signs in scenic spots,the setting of life-saving equipment,the convenience of public facilities and the anti-theft facilities in accommodation places are urgent problems to be solved in the high-quality line tourism in northern Xinjiang at the present stage.(5)Based on the analysis results Suggestions are put forward to enhance tourists' sense of security and promote the sustainable development of tourism in Xinjiang from three aspects: strengthening tourism publicity,improving the image of destinations,building a harmonious and safe tourism environment,strengthening infrastructure construction,and relying on existing policies to develop tourism.