古城型旅游地游客动机与重游意愿关系研究——以凤凰古城为例

Study on the travel motivations and their impact on revist itention in historic destination——Take Fenghuang ancient city for example

旅游动机与游客重游意愿的关系研究,兼具理论和实践意义.运用因子分析法,将凤凰古城旅游者动机分为:公务和社交、学习求知、体验文化、放松释压和购物.通过相关分析得出,购物动机与各时段重游意愿存在显著相关关系.多元回归分析结果表明,购物动机对各时段重游意愿具有预测效果,体验文化动机对10年内重游意愿具有预测效果.最后,提出了研究展望.

The travle motivations and their impact on revist intention is a problem of pratical and academical value.This paper divides the sample into five types of travel motivation with factor analysis,and find different motivations have different effects on tourists＇revisit intention with correlation and regression analysis,and the motivation of shopping is remarkable.Culture experience gets a effect on five-years revisit intenton.At last,some direction are proposed.