基于出游动机的游客活动关联性研究

Modeling Correlation of Family Holiday Activities Based on Structural Equation Model

研究中对在北京旅游的游客出游动机进行调查,运用因子分析的方法对游客的出游动机进行了提取,进而提出了动机—活动关联性概念模型,通过建立结构方程模型,对游客动机与外出活动的影响关系进行了分析.结果表明,社交与消费动机对于非参观娱乐活动有较大的正向影响,而对参观娱乐活动的选择影响较小;文化体验动机对参观娱乐活动有反向的影响,对非参观娱乐活动无显著影响.逃离放松动机对非参观娱乐活动有反向的影响,而对参观娱乐活动的影响较小.本文通过对游客出游动机和活动安排之间因果关系建立模型,证实不同的动机水平会导致相应的活动决策,为研究游客活动决策行为提供了依据.

Based on the survey of Beijing tourist travel motivations, the factor analysis were used to identify the underlying dimensions of tourism motivations. The paper presents a concept model which investigates the relevant relationship among motivations and activities by structural equation modeling approach. The results show that the social and consumption factor have a greater positive impact on the non visiting and recreational factor, while it have little effect on visiting and recreational factors ; cultural factor has a positive impact on visiting and recreational factors and has no significant effect on non visiting and recreational factors. Escape and relax factors exert negative effect on non visiting and recreational factors, and have less effect on visiting and recreational factors. The research demonstrats that there is a causal relationship between the levels of motivation and decision-making activities, and it provides a basis for study of tourist activities decision.