乡村旅游拉力动机的结构及旅游者类型分析  

The structure of pull motivations of rural tourism and the segmentation of rural tourists

作　　者：张一[1,2,3,4] 邱洁威[5] 邵林涛[3,4] 崔建周[3,4] 孟祥丰[3,4] 

机构地区：[1]中国科学院心理研究所,北京100101 [2]中国科学院研究生院,北京100049 [3]无锡城市职业技术学院旅游系,无锡214000 [4]无锡旅游发展研究中心,无锡214000 [5]东华大学旭日工商管理学院会展与旅游管理系,上海200051

出　　处：《干旱区资源与环境》2014年第10期191-196,共6页Journal of Arid Land Resources and Environment

基　　金：2010年教育部人文社会科学研究青年基金项目"社会化进程中农民旅游需求的约束条件研究-基于浙江省农户的微观数据调查"(10YJC790207);2012年江苏省教育厅高校哲学社会科学基金指导项目"休闲时代下的乡村旅游发展研究-以无锡市为例"(2012SJD630106)资助

摘　　要：在乡村旅游研究领域,基于动机性质分类视角的研究起步较晚,研究者更多关注推力动机,对拉力动机研究较为忽视。采用因子分析得出乡村旅游拉力动机由乡村文化、农事活动、乡村环境和乡村娱乐4个维度构成,乡村文化和农事活动是最为重要的动机。聚类分析得出男女样本中均存在活跃型、真实体验型、环境型和其他型旅游者,男性中单独存在娱乐型、而女性中单独存在享受型旅游者,表征了位于三个不同发展层面的旅游者群体。旅游者的乡村旅游动机正向深度体验发展。在讨论基础上给出营销建议。Researches on motivations in rural tourism based on a push-pull motivation differentiation perspective have been paid less attention.More researches focused on push rather than pull motivations.This study identified four pull motivational factors,including environment,culture,agricultural activities and recreation.Among them,culture and agricultural activities were the most dominant motivation.Four segments were found in both male and female participants： active travelers,experience-based travelers,environment-based travelers,etc.Recreation-seekers were found in the male participants and enjoyment-seekers were found in the female participants respectively.Understanding the structure of the pull motivations and the segmentation will provide rural tourism companies important information to successfully market their products.

关 键 词：乡村旅游 拉力动机 结构 旅游者类型 

分 类 号：F590.3[经济管理—旅游管理]