旅游动机及其对游客满意和游后行为意向的影响研究——以九华山韩国团体旅游者为例

Travel Motivations and Their Impact on Satisfaction and Behavioral Intentions of Korean Tourists:A Case of Jiuhua Mountain,China

因子分析显示,韩国游客到九华山旅游的动机有佛教朝拜、亲近自然、休息放松、文化体验以及便利与购物,和九华山旅游资源的属性特征相对应,佛教朝拜和亲近自然是韩国游客来九华山的最主要动机。独立样本t检验和单因素方差分析显示,除了年龄和收入两方面之外,旅游动机在其他人口统计与旅行相关特征间均有显著差异。多元线性回归分析发现,旅游动机对游客满意有显著的影响,其中佛教朝拜动机的影响力最大,而休息放松动机对游客满意产生负向影响。旅游动机对旅游者的游后行为意向同样有着显著的影响,其中佛教朝拜动机同时影响旅游者的重游和推荐意向,休息放松动机影响旅游者的重游意向,亲近自然动机影响旅游者的推荐意向。

In the fiercely competitive environment,the identification of tourists＇ motivation as well as the measurement and management of their satisfaction are crucial to the success of tourist destinations. Destination marketing organizations need to identify the drivers of satisfaction,measure satisfaction levels,and derive the right strategies to increase satisfaction. The paper indentified travel motivations of Korean tourists visiting Jiuhua Mountain,China and also examined their impact on tourists＇ satisfaction and behavioral intentions. Principal component factor analysis with varimax rotation extracted five motivation dimensions with eigenvalues higher than one,which explained 65.52 percent of variance in all. The results of independent samples test and one way ANOVA indicated that travel motivations were influenced by a range of socio-demographic and travel related variables except for age and income. The result of multiple linear regression analysis showed that travel motivations had statistical significant impact on tourist＇s satisfaction. Among five motivation factors,the Buddhism Worship had most strong impact and the Relaxation had negative impact on satisfaction. Travel motivations also influenced tourist＇s behavioral intentions. Among five motivation factors,the Buddhism Worship both influenced revisiting and recommending intentions of Korean tourists,the Relaxation influenced tourist＇s revisiting intention while the Sightseeing influenced tourist＇s recommending intention. Management implications were discussed at the end of the paper.