节事活动参与者的动机研究——以中国南京国际梅花节为例

Motivation Research on Festivals and Special Events——The Case Study of the International Plum Blossom Festival of Nanjing,China

随着国内外城市旅游的兴起,节事活动日益成为城市旅游发展进程中不可或缺的动力来源。对节事活动参与者的动机研究关系到节事活动中产品和服务的供给、参与者满意度、参与者对节事活动的选择决策等诸多关键因素,是节事活动研究中的一个重要领域。本文基于推—拉理论框架,以中国南京国际梅花节为例对节事活动中参与者的动机进行探索性因子分析、方差分析和聚类分析。研究发现:中国南京国际梅花节参与者的动机有"自我发展"、"放松"、"新奇"、"情感"、"媒体和舆论"和"节事吸引"等因素;人口统计学特征和参与节事次数对其参与者动机有显著影响;根据参与者的动机差异,中国南京国际梅花节的参与者可分为"消极平庸型"、"休闲专注型"、"积极外向型"三大类型。

Along with the rise of urban tourism both at home and abroad, festivals and special events （FSE） have increasingly become an indispensable spur in the development of urban tourism. Motivation research on FSE is very important as it＇ s closely related to some key factors such as products, service, satisfaction of participators, and purchase. Based on the push-pull factors, taking the International Plum Blossom Festival of Nanjing, China as an example, this paper has conducted exploratory factor analysis, analysis of variance, and cluster analysis. Self-development, relax, novelty, emotion, media＆ public opinion, FSE attraction are found out to be the motivation of the participators of the International Plum Blossom Festival of Nanjing, China. This paper also finds that the demographics of the participators of this case have significant impact on their motivation. Based on the differences in motivation, the participators of the International Plum Blossom Festival of Nanjing, China can be divided into three types： the negatives and ordinaries, the leisure-focuses, the positives and extroversives.