世界文化遗产地研学旅行者动机:类型与差异——以西递宏村为例  

Educational tourist’s motivations to world cultural heritage sites and segmentation

作　　者：周彬[1] 陈园园 虞虎[2] 王立龙[3] 李婷婷[1] ZHOU Bin;CHEN Yuanyuan;YU Hu;WANG Lilong;LI Tingling(Department of Tourism,Ningbo University,Ningbo 315201;Institute of Geographic Sciences and Natural Resources,CAS,Beijing 100101;College of Life Science,Anhui Normal University,Wuhu 241199,China)

机构地区：[1]宁波大学旅游系,宁波315201 [2]中国科学院地理科学与资源研究所,北京100101 [3]安徽师范大学生命科学学院,芜湖241199

出　　处：《干旱区资源与环境》2021年第12期195-201,共7页Journal of Arid Land Resources and Environment

基　　金：国家社科基金项目(19BJY205);国家自然科学基金项目(41701164)资助。

摘　　要：探究研学旅行者动机可为研学旅行产品开发和营销提供基础理论依据。以世界文化遗产地西递宏村为案例地,在调查旅游动机的基础之上,对游客群体进行了类型划分,并对各类研学旅行者特征差异进行了探究。结果显示:1)在六种研学旅行动机类型中,受访者对自我实现动机最为认同,探新求奇次之,社会交往、逃避与放松居中,对文化研习认同感较低,技能掌握动机位居最后。2)研学旅行者群体可划分为"休闲体验型"、"文化研习型"、"技能提升型"和"全面参与型"四种类型,其中"全面参与型"的研学旅行者数量最多,"技能提升型"人数最少。3)"休闲体验型"研学旅行者的父母亲学历以高中及以下者居多,而"全面参与型"研学旅行者的双亲学历多在本科及以上。Exploring the motivation of educational tourist can provide a basic theoretical basis for the development of educational tourist product and destination marketing.Taking two world heritage sites of Xidi and Hongcun as case sites,based on the investigation of tourist motivation,this study segmented the types of educational tourists and explored the characteristics of different types of educational tourists.The results show that:1)Among six educational tourist motivations,"self-actualization"was the most recognized motivation,followed by"novelty exploration","social interaction","escape and relaxation",and"cultural study"and"skill development"were ranked last.2)Educational tourists were classified into four segments including"leisure experience type","cultural study type","skill development type"and"full participation type".Among them,the number of"full participation type"was the largest,while that of the"leisure experience type"was the least.3)For the tourists of"leisure experience type",their parents’education level is high school or below,while those of"full participation type",their parents have mostly bachelor’s degree or higher.

关 键 词：研学旅行者 旅游动机 文化遗产地 西递宏村 

分 类 号：F590[经济管理—旅游管理]