旅游者动机与行为类型研究——以世界遗产地西递为例

A STUDY ON THE PATTERNS OF TOURISTS' MOTIVATIONS AND THEIR BEHAVIORS——A Case Study of Xidi World Heritage Sites

按利益追求和行为方式划分的下游细分市场能够对旅游者进行更为“人性化”的分类,确定旅游地真实的细分市场结构,有助于改进旅游地产品开发和市场营销的针对性和效率,提高旅游地的市场竞争力。本文以西递为例,在对旅游者动机、利益追求和行为模式进行调查的基础上,通过分层聚类的方法,根据主导动机的不同将西递旅游者分为四种类型,分别命名为专业型修学旅游者、探求型文化旅游者、发展型文化旅游者和消遣型文化旅游者,并分析了不同类型旅游者的人口社会属性、旅游行为及利益追求的基本特征。

Posteriori subdivision of market in accordance with profit pursuit and behaviors can classify tourists on a more humanizing basis, and determine the real structure of market subdivision in tourist sites. It will also help to improve the development of new products, focus the marketing aims and enhance the efficiency of marketing and the marketing competitive power there. On the basis of investigation of tourists′ motivations,profit pursuit and behavior patterns, and by the means of hierarchically clustering, this paper takes Xidi Village as a case study and classifies the tourists there into four types according to the differences of their dominant motivations, namely professional lecture tourists, cultural tourists for exploration, cultural tourists for development and cultural tourists for recreation. The analyzed result indicates that the basic motivations of the tourists to Xidi Village are to visit the old houses and to get to know the historical cultures and local customs. On the other hand, the social-demographic characters and the tour behaviors of the four types of tourists are very different. Most of the professional lecture tourists are students, organized by units. Cultural tourists for exploration are mainly middle aged, elderly people who have high salaries, good specialties or career backgrounds. They usually travel by themselves. The cultural tourists for development mostly are middle aged and young persons with high income and social statues. They like travel with family or relatives and friends. The cultural tourists for recreation possess the obvious feature of masses. They always travel by joining the travel agency. But the expected value of the four types of tourists to the natural landscapes,cultural landscapes, local life styles and the attitudes of the villagers towards the tourists in Xidi Village are all on a high level. Except for the cultural tourists for exploration, the other three types of tourists all attach importance to the infrastructures and service facilities of Xidi Village seriously。