摘要
了解旅游者的旅游动机以及哪些动机影响旅游者再一次重游行为,是旅游地经营管理的关键问题。本文从旅游动机出发,开发设计旅游测量问卷,以网上调查为手段,对旅游者的旅游动机和重游意向之间的关系进行了研究。通过对问卷的因子分析和主成分分析,首先提炼出了六项旅游动机公因子;然后通过logistic回归模型对旅游动机与旅游重游之间的因果关系进行测量。结果发现:旅游动机确实影响旅游者的重游决策,但并不是所有的旅游动机都会使旅游者产生重游意向。在所提炼的六项旅游动机公因子中,"休闲度假动机"和"学习提高动机"对旅游者的重游意向有着正向影响,重游概率随着这两个动机的提高而增大;"探新求异动机"与"获取声望动机"对旅游者的重游意向有负面影响,重游概率随着两方面动机的增高而减小;而"感情交流动机"与"外界刺激动机"与旅游者重游意向没有显著影响。
Finding out tourists＇ motivation and the motivations which give them the possibility of re-visitation plays an importance role in the management of tourism destinations. This paper discussed the relationship between the tourist＇s motivation and the intention of their re-visitation by making questionnaires online. Six factors which affect tourist s＇ motivation are found out by factor analysis and principal component analysis of these questionnaires, which are the motivation of leisure, the motivation of further study, the motivation of searching new things, the motivation of gaining reputation, the motivation of emotional communication and the motivation of searching stimulate. Then the relationship between the motivation of tourism and the activity of re-visitation are measures based on the logistic regression model. The results shows that tourist＇s motivation actually affects tourists re-visitation decisions, but not all of the tourists＇ motivation puts influence on intention to re-visitation. According to the results of the relationship between the tourist＇s motivation and re-vis- itation intention, the paper brings about the following suggestions. Firstly, based on the strong relationship between the intension to re-visitation and the motivation of the leisure, the managers of tourism destinations should make great efforts to perfect the fimction of leisure, so as to improve the probability of re-visitation of destinations. Secondly, the managers of destinations should increase mining the characteristics of tourist products for those who have advantage resources of folk, culture, geology, archaeology, and so on. Lastly, the managers of the destinations should continue to promote tourism product upgrading and promote the formats of products innovating in order to meet the requirement of tourists experience improving constantly .
出处
《人文地理》
CSSCI
北大核心
2011年第6期149-154,共6页
Human Geography
基金
国家自然科学基金项目(40571040)
