中国城市居民乡村旅游动机研究——以上海、南京为例

Research on the Urban Residens' Rural Tourism Motivations of China——The Case Study of Shanghai and Nanjing City

基于上海、南京两城市居民19种旅游动机的问卷调查结果,运用社会统计学的因子、聚类分析等定量方法,将中国城市居民乡村旅游动机划分为"游览观光型"、"康体放松型"、"体验学习型"三大类。并通过比较这两个城市居民的动机均值差异,分析出中国城市居民乡村旅游主要动机和内在诱因。

Based on the questionnaires made in Shanghai and Nanjing,the author utilizes the factor analysis,cluster analysis of social statistic techniques to find out that urban residents＇ rural tourism motivations can be classified as ＂relaxing＂, ＂sightseeing＂, ＂experiencing＂. In the end, this author compares these three motivations and discusses the inherent incentives.