摘要
影视旅游者动机分类研究对于细分市场营销和影视旅游目的地推广具有重要意义。文章以电影《指环王》拍摄地霍比特村为影视旅游案例地,根据180份调查问卷和10位游客的深度访谈数据,采用聚类分析方法,对参观霍比特村影视基地的游客类型进行了研究。结果显示,这些游客可以被划分为体验型游客、探索型游客、观光型游客和被动型游客4种类型,每种类型游客都具有各自的行为目的与特征,且利用推拉力理论可以较好地对4类游客旅游动机的形成机制进行解释。其中,拉力因素是主导游客参观霍比特村的关键因素,而拉力因素的各因子影响旅游动机的机制也存在差异,在此基础上分析了不同因子对旅游者动机形成机制的原因。最后,文章探讨了影视旅游吸引物开发与营销的策略。
It is of great significance for film tourism destination marketing and promotionto investigate the motivation of film tourists, which has been the focus of a lot of research. In order to know the sub-classification of film induced tourists＇ motivation and its formative mechanisms, and taking the famous film destination, Hobbiton Movie Set as an example, this study adopts mixed investigation methods to collect data including 180 questionnaires and 10 semi- structured interviews from different international tourists visting the attraction. The statistics research software SPSS was used to analysis the data from the questionnaires, and a cluster analysis was employed to allocate respondents to specific categories. The results of this study found that four clusters could be categorized and named as ＂experiencing visitor＂, ＂exploring visitor＂, ＂sight-seeing visitor＂, and ＂passive visitor＂, and each group has similar behaviors and attitudes. The first group, which includes 77 tourists, accounting to 42.78% of the whole sample, the major factors include the interest in the film, the scenery explored in the film, the theme of this film etc. From the motivation of these tourists we can know that the stimulus of this group is their interest in experiencing the film. The second group, which includes 44 tourists, accounting for 24.44% of the total sample, the factors attracting these tourists can be attributed to the film-making process, the plots of the film and the characters of the film. The third group only includes 31 tourists, which accounts for 17.22% of the sample is very different to the first two groups, the major factors affecting their travel motivation was the scenery of this district. There are 28 responds included in the last group, which accounts for 15.56% of the whole sample. For this group, there is no obvious motivation to visit Hobbiton. They are called negative tourists. By using the ＂ push-pull＂ theory, the formation mechanism of the sub-classification of film induced tourists＇ motivation is explained; the conclusion is that the pull factors are the most important reason. However, there also exist some different motivators between each cluster. Finally, the marketing and promotion methods of film tourism destination are discussed in this article.
出处
《旅游学刊》
CSSCI
2013年第8期111-117,共7页
Tourism Tribune
基金
国家自然科学基金项目(41101146)资助~~
关键词
影视旅游
旅游动机
霍比特村
推拉力理论
Film tourism
tourism motivation
Hobbiton Movie Set
push-pull theory
