世界遗产地旅游推力—引力因素研究——以西递和宏村为例

A Study of Push and Pull Factors at World Heritage Sites——A Case of Vernacular Villages Xidi and Hongcun in Southern Anhui

旅游推力—引力因素是研究旅游动机的有效方法。以世界遗产地西递—宏村为案例区,运用因子分析法(Factoranalysis)从推力因素和引力因素两个不同的领域分析古村落旅游者旅游行为的潜在特征,确立5个推力因子和4个引力因子,并在此基础上利用方差分析法(one-way ANOVA)进一步检验了推力和引力因素在不同人口统计学特征群体间存在的显著差异,以期为世界文化遗产地的开发、保护和旅游市场拓展提供有益参考。

The push-pull framework provides an effective approach for examining the motivation underlying tourist behavior. This research examines the influence of push and pull factors on visitors to the Vernacular Villages, Xidi and Hongcun in Southern Anhui. The results of a factor analysis identify five push factor domains and four pull factor domains underlying respondents＇ push and pull factor ratings. Additional analyses investigate differences in the push and pull factor domains for different socio-demographic subgroups; The study results hold useful implications for the development and protection and marketing expansion at World Cultural Heritage Sites.