基于推—拉理论的旅沪入境游客旅游动机研究

Research on Tourism Motivation of Foreign Tourists to Shanghai Based on Push-pull Theory

依据第一手随机抽样调查数据,借助推—拉理论,运用因子分析法,实证研究了旅沪入境游客的旅游动机。从9个推力因素中提取出"追求休闲"、"附带出游"和"新奇与刺激"3个推力公因子;从9个拉力因素中提取出"景观与特色"和"服务与环境"2个拉力公因子。研究表明,"追求休闲"是旅沪入境游客出游最主要的推力因子,"景观与特色"是上海市拉动游客前来旅游的最主要的拉力因子。在此分析的基础上,提出了针对性的旅游产品开发和市场开发策略,旨在为上海市入境旅游业的发展壮大和产业提升提供借鉴。

Based on the first- hand market research data,this paper studied tourism motivation of foreign tourists to Shanghai with the push- pull theory. By using the factor analysis methods,it extracted three common push factors from nine push factors,which were the pursuit of leisure＂, ＂incidental travel＇and＂novel and stimulating＂. In addition, it extruded two common pull factors from nine pull factors, which were ＂andscape and characteristics＂, ＂service and the environnmnt＂. As a result, it could be identified that ＂the pursuit of leisure＂ was the most imporant factor to promote tourists＇ visiting Shanghai, while ＂landscape and characteristics＂ was the most important factor to pull tourists＇ visiting Shanghai. Targeted strategies were given for tourism product development and marketing in the development of the inbound tourist and industry asccntion.