旅游动机与目的地偏好——以广东外来旅游者为例

Tourism Motivations and Destination Preferences: A Study of Guangdong External Tourists

通过因子分析确定影响入粤旅游者目的地选择的推力和拉力因素的具体构成,提取4个动机维度、5个目的地属性维度和3个资源维度,其中,"放松"、"社会环境"和"历史人文资源"分别是入粤旅游者最主要的动机、目的地属性偏好和资源偏好。通过普通最小二乘法(OLS)线性回归分析,验证了推力因素和拉力因素之间的相互关联,总结了放松型、家庭型、享乐型、文化型4类入粤旅游者细分市场的特征。最后,探讨了研究结果对旅游目的地开发和市场营销的启示。

By utilizing factor analysis, the concrete structures of push and pull factors which influence Guang- dong external tourists＇ destination choice were uncovered, four motivation dimensions, five destination attribute di- mensions and three resource dimensions were extracted, in which ＂relaxation＂, ＂social environment＂ and ＂history ＆ culture resource＂ were respectively the main motivation, destination attribute preference and resource prefer- ence. Through OLS regression analysis, the correlations among push and pull factors were examined, the character- istics of four different Guangdong external tourist segments were identified ： relaxation tourists, family tourists, en- joyment tourists, culture tourists. Finally, the implications about tourist destination development and marketing were discussed according to the above analysis results.