從旅游者認知角度探析滑雪旅游保險發展對策

摘 "要：滑雪旅游作為旅游的一個重要組成部分，越來越受到大眾的重視，在迅速發展的同時，滑雪旅游保險問題也越來越突出。通過運用文獻研究、實地考察、個人訪談和問卷調查等研究方法，以滑雪旅游大眾為主體，從旅游者認知的角度對滑雪旅游保險市場進行分析。指出旅游者存在對滑雪旅游風險防范意識淡薄、投保意識不足、對滑雪旅游保險缺乏信任、缺乏滑雪旅游保險知識等認知問題。提出加大宣傳力度，提高旅游者風險意識;完善營銷供應體系及終端服務;整頓與規范旅游賠付，建立多元化旅游保險糾紛處理機制;加強相關部門監督管理作用，推進《旅游法》的實施等促進滑雪旅游保險發展的對策和建議。旨在提高滑雪旅游者對滑雪旅游保險的認知和需求程度，促使滑雪旅游者積極有效地參加滑雪旅游保險，規范和推進滑雪旅游保險市場的發展。

關鍵詞：旅游者認知;滑雪旅游;旅游保險;發展對策

中圖分類號：G80-052 " " " " " "文獻標識碼：A " " " " " "文章編號：1002-3488 （2014） 02-0083-06

Analysis of Ski Travel Insurance Developing Strategies from the Tourists' Cognitive Perspective

JIA Hong-qian

（Historical Culture and Tourism Academy of Heilongjiang University，Harbin 150080，China）

Abstract：The ski tourism as an important part of tourism，getting more and more attention of the public，while its rapid development，the problem of ski travel insurance is becoming more and more serious. By using literature research，fieldwork，personal interviews and questionnaires and other research methods，the ski tourism public as the main body，from the tourists' cognitive perspective，analyze ski travel insurance market. This paper pointed out that lack of ski tourists travel risk awareness，lack of insurance awareness，ski travel insurance lack of trust，lack of knowledge on issues such as ski travel insurance. Summarized the following countermeasures and Suggestions： Promote the publicity，improve tourists' risk consciousness; improve the marketing supply system and terminal services;Rectified and standardized travel reimbursements，establishing diversified travel insurance dispute processing mechanism;Strengthen the supervision and management of the relevant departments，to promote the implementation of the "“tourism law”. Aimed at improving skiing tourist's cognition and demand in the ski travel insurance，to ensure that they can be more actively and effectively participate in the ski travel insurance，so as to standardize and promote the development of ski travel insurance market.

Key words： tourists' cognition;ski tourism;travel insurance;developing countermeasures

1 " "引言

滑雪旅游是依托雪資源的一種運動旅游，它將觀光、度假、商務、健身和休閑融為一體[1]，極具刺激性、挑戰性、參與性、趣味性，具有反復消費、附加值高的特點。進入 21 世紀以來，我國滑雪人數呈逐年增長的趨勢[2]，2010～2011雪季，中國滑雪人次已經達到1 000 萬。預計 2020 年中國的滑雪人口將突破千萬，滑雪人次將突破 2 500 萬， 2015～2020 年，中國的滑雪人口和滑雪人次會保持 6 %～8 %以上的年均增長速度[3]。隨著滑雪資源的不斷開發與滑雪人數的增長[4]，滑雪旅游已經成為當今最為流行的冬季休閑運動項目之一， 并且形成了強大的產業集群[5]，為我國帶來了良好的發展機遇。……