The Relationship between The Zone of Tolerance in Tourist Risk and The Travel Phase Research

• Main Authors: CHEN, RUEY LUEN, 陳瑞倫
• Other Authors: WANG, KUO CHING
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/80878539029265628106

博士 === 國立嘉義大學 === 企業管理學系 === 101 === The previous studies focused on categories of tourist risks from the point of view of tourists or from tour leaders. This study started to explore the full point of view among tourists, tour leaders, and travel agents regarding tourist risks. Furthermore, this study investigated tourist risks based on travel phases. The purpose of this study was to explore the perceived tourist risks that tourists, tour leaders, and travel agents worry about most in seven travel experience phases and to recognize the differences among tourists’, tour leaders’, and travel agents’ perceived risks, as well as, to analyze the differences of tolerance in every travel phase. A stratified quota sample of tourists, tour leaders and travel agents was surveyed. Free-listing method was used and ANTHROPAC software was applied for calculating the salience index judging the ranking of tourist risks in different phases of travel experience. SPSS repeated measures analysis was applied for calculating the difference of tolerance in all travel phases. In total, one hundred and eighty-three questionnaires were collected, 61 tourists, 62 tour leaders and 60 travel agents respectively. The results have been categorized from 2,085 into 284 tourist risk events of tourists, from 1,861 into 250 events of tour leaders and from 1,802 into 268 events of travel agents. All tourist risk events were categorized into 28 tourist risks in seven types of risk perception. The study results indicate that the personal reason was recognized as a tourist risk in every travel phase. Although the tolerance of personal reason was higher than other major tourist risks, it was the key element of tourists’ cancellation before departure. The tolerances of natural disasters and human forces were significant different in different travel phases, and the zone of width of tolerances were in a increasing curve from phase one to phase seven. The highest tolerance of tourist risks were in the fifth phase but shopping was excluded. According to the results of this study we found four facts: 1. There were different perceived tourist risk events in every travel phase. 2. The difference of perceived tourist risk events among tourists, tour leaders, and travel agents were only in the first phase and the fifth phase. 3. Difference of tolerance of tourist risks existed in every travel phase. 4. Travel phase impacted the tolerance of tourist risk. This study contributed the theory of tourist risks among the perception of tourist, tour leader, and travel agent. In practice, we have learned that the conflict of perception between the tourist and the travel agent was the reason of cancellation before departure. Three suggestions were made to travel service companies: 1. Raised the fund of tourist risk and using the money to solve the problem when risk happened. 2. Facing the tourist risks in every travel phase to avoid or to reduce the cause of tourist risks. 3. Educated the staffs of travel service companies to sign contracts following the rules of government with consumers to reduce the lost. In the discussion section, practical improvement suggestions were made for better tourist risk managements in specific travel experience phases and recommendations for further research were also proposed.