我国体育旅游者特征与行为动机实证研究——以丽江体育旅游者为例

An Empirical Study of the Characteristics and Motives of Chinese Sports Tourists——Take the Sports Tourists in Lijiang as an Example

运用文献资料法、问卷调查法、数理统计法等,研究了游客选择攀登丽江玉龙雪山的体育旅游动机.研究结果表明:1)游客的人口统计学特征为女性略微多于男性,绝大多数的体育旅游者具有较高的学历、较强的经济实力和较好的职业背景;2)提取了参与动机因子分析统计后的三个动机性因素(增强体育旅游认知、满足好奇追求,健身休闲、追求健康,挑战自我、展现高质量生活水平)和两个刺激性因素(体育旅游目的地的吸引力和体育旅游资源的满足);3)建议体育旅游目的地以游客参与动机为依据开发体育旅游产品,根据游客特征制定营销策略,以满足不同层次、类型游客的需求,发挥体育旅游资源的价值功能.

On the basis of relevant research review, this paper makes a study of the tourists who mountain-climb the Yulong Snow Mount in Lijiang Scenic Spot and their motives of choosing sports tourism by using methods of literature data, questionnaire and mathematical statistics and so on. The results are as follows： 1） the demographic profile shows that the number of women surpasses men among the tourists who engage in sport tourism and most of the participants have a good educational background, economic strength and good professional background; 2）by analyzing factors influencing their motives, the paper selects and focuses on three major motivational ones, namely broadening their knowledge of sports tourism and gratifying their curiosity, keeping fit and relaxing, challenging themselves which is a display of social life with high quality. And it also extracts two incentive factors like the attraction of the sports tourism destination and the satisfaction of resources of sports tourism. Third, the paper puts forward suggestions that sports tourism destination should exploit products of sports tourism based on the motives of tourists and in order to give full play to the value of sports tourism resources, the tourism destination should work out marketing strategies based on characteristics of sports tourists to meet the needs of tourists of different levels and types.