北京居民对雾霾的感知及其旅游意愿和行为倾向研究

近年来，中国大陆频现大范围的空气污染问题，雾霾成为公众高度关注的热点，雾霾及其旅游影响成为新的学术研究问题。本文利用问卷调查的手段，借助问卷星和微信的问卷设计和传播平台，深入研究了北京居民对雾霾影响的感知及其旅游需求和决策行为倾向。研究表明：1）北京居民对雾霾的健康影响、心理影响和生活影响有强烈的感知，大多数北京居民认为北京的雾霾问题十分严重；2）严重雾霾的持续困扰下，北京居民有着逃离意愿强烈，雾霾刺激和强化了北京居民的旅游需求；3）北京居民对雾霾的感知有着明显的群体差异，高收入、高学历、在企事业单位工作和中青年人对雾霾的感知和态度尤其强烈。最后，作者讨论了本研究对于旅游营销的现实意义。

Beijing Residents’ Perception of Smog and Its Impacts on Their Tourism Willingness and Decision-making Behavior Tendency

Over the past few years, the Mainland China has been frequently attacked by extensive and severe air pollution. Smog in the country has turned out to be a problem with highly public concern. As a result, smog and its impact has become a new and hot research field in China. Due to the combined negative impacts of multi-factors, smog problem in Beijing is quite serious and gets particularly much attention at home and abroad owing to its special position as the capital city of China. It is well known that Beijing is a very influential tourist generating city as well as a worldly famous tourist destination. In the light of this, there are some essential issues worth studying, such as what are local people’s perceptions of smog? What are the impacts of smog on tourism demand and decision-making behavior tendency of local people in Beijing. However, these questions are well addressed. In this article, the authors have made a questionnaire survey in the early 2016 on the perception of Beijing residents and their tourism demand and decision-making behavior tendency under the impact of smog by utilizing the online questionnaire design and spreading platform of “sojump.com” and spreading them on WeChat (a Chinese social media like Facebook). It is found in this research that: 1) the majority of Beijing residents have agreed smog problem in Beijing is very serious with strong perception of its negative impacts on physical health, emotional mood, and daily life; 2) Beijing residents have strong desire to escape from the city due to constant suffering from smog, which stimulates and increases more tourism demand of local people; 3) there is a significant statistic difference in Beijing residents’ perception and attitude of smog among different demographic groups, and young and middle-aged local people working in institutions and enterprise units with high income and education level have apparently stronger perception and attitude of smog. In the end, the authors have discussed the marketing meaning of the above findings.