Abstract:

This paper takes the online travel notes as the research samples,which come from two major travel websites of Mafengwo and TripAdvisor.Content analysis method and grounded theory analysis method are used to study the content and influencing factors of Chinese outbound tourists' safety perception in Malaysia. The results show that: (1) Through the analysis of high-frequency words and their semantic networks, it is found tourists' safety perception in Malaysia mainly includes location, personnel, behavior and psychology.(2) The influence factors of tourist safety perception from high to low in turn for management, personnel, environment, equipment. Among them, management factors are the main factors affecting Chinese tourists' safety perception in Malaysia. It is mainly manifested as poor environmental atmosphere, poor cultural experience, chaotic public security and insufficient supervision. Personal factors, environmental factors and facility factors are successively manifested as personal negligence, abnormal weather, inadequate facilities and equipment. Finally, the paper puts forward Suggestions to build Malaysia's security image and reduce the outbound travel risks of Chinese citizens. It includes three aspects: the Malaysian government should jointly improve the order of the tourism market; Malaysian tourism enterprises need to increase investment in tourism security; and tourists should improve their personal safety awareness and emergency skills.

Key words: tourists' safety perception, content analysis method, grounded theory, Chinese outbound tourists, Malaysia

摘要：

本研究以马蜂窝和TripAdvisor（猫途鹰）两大旅游网站上的网络游记为研究样本，结合内容分析法和扎根理论分析方法对中国出境游客对马来西亚安全感知的内容与影响因素进行研究。研究结果表明：（1）结合高频词及其语义网络分析发现游客对马来西亚的安全感知主要表现为地点、人员、行为、心理四个方面。（2）影响游客安全感知的因素从高到低依次为管-人-环-机，其中管理因素是影响中国游客对马来西亚安全感知最为主要的因素，集中表现为环境氛围差、人文氛围体验不佳、治安混乱、监管不到位。个人因素、环境因素和设施因素分别表现为个人疏忽、天气异常、设施设备不完善。最后从马来西亚政府应联合整治旅游市场秩序，马来西亚旅游企业需加大旅游安全投入和游客要提高个人安全防范意识及应急技能三个方面提出了塑造马来西亚旅游安全形象和降低中国公民出境旅游风险的建议。

关键词: 游客安全感知, 内容分析法, 扎根理论, 中国出境游客, 马来西亚