基于“推—拉”理论的西安农家乐旅游者动机实证分析

Tourists' Motivation of the Happy-farmer in Xi'An on "Push and Pull" Theory

"推—拉"理论是研究旅游行为潜在动机的有效方法。本文以"推—拉理论"为指导,应用因子分析法和单因素方差分析法对西安农家乐旅游者动机进行了分析,因子分析萃取出3个推力公因子(新奇与刺激、身心需求、享受与体验)、3个拉力公因子(设施与服务、农家乐旅游资源、交通便利程度);以萃取获得的公因子和西安农家乐旅游者社会人口结构特征进行单因素方差分析,结果显示:不同收入、学历、职业、家庭结构的"农家乐"旅游者对不同旅游动机有显著差异。最后,就本研究结果提出了农家乐旅游市场开发的部分建议。

“Push and Pull” theory is an effective manner to study potential motivation of tourism, as a guide of which, motivation of Happy-farmer tourism in Xi＇ an was analyzed by using two methods ： factor analysis and single-factor analysis of variance. three public factors of push （ novelty and stimulation, physical and psychological needs, enjoyment and experience） and pull （facilities and services, Happy-farmer tourism resources, transportation convenience）were extracted by using factor analysis. Then three public factors of push and pull and community population structure features were analyzed together by using single-factor analysis of variance. The result showed that their motives were significantly different for different tourists with different income, education, occupation and family structure. Finally, on the results of this study some of the recommendations for development of Happy-farmer tourism market were proposed.