老年旅游者主观年龄同实足年龄差异及其与旅游动机的关系研究

Gap between the Subjective Age and the Chronological Age of Senior Tourists and Its Relation to Tourist Motivation

主观年龄作为有别于实足年龄的一种年龄概念,越来越广泛地应用到人们生活质量的研究之中。以老年旅游者为研究对象,通过问卷调查,获得了220个调查样本数据;运用描述性分析、因子分析和多元线性回归分析方法,从感觉年龄、活动年龄和识别年龄三个方面分析了主观年龄与实足年龄的差异,以及这一差异与旅游动机的关系。研究结果表明:1)多数老年旅游者认为其主观年龄比实足年龄小,感觉年龄、活动年龄、识别年龄比实足年龄分别平均小5.2岁、6.5岁和3.3岁。2)老年旅游者的主观年龄能够根据他们的旅游动机进行预测,其中感觉年龄可以通过学习动机进行预测,活动年龄可以通过学习、归属和物理刺激三个动机进行预测,识别年龄可以通过归属和提高地位两个动机进行预测。研究结果有助于企业营销人员和政策制定者重新认识老年旅游者,并在此基础上对老年旅游市场进行重新定位。

The subjective age, different from the actual age, is more and more wide applied to the study on people＇s life quality. With senior tourists as objects, 220 sample data are collected through questionnaire survey. The gap between the chronological age and the subjective age, measured in terms of felt age.activities age and recognition age, is analyzed by descriptive analysis. Further- more, factor analysis and multiple linear regression analysis method is used to study the relationship between the above gap and sen- ior tourist motivation. The conclusion of the study shows that most senior tourists believe that the subjective age is younger than the chronological age, that felt age, activities age and recognition age is respectively 5.2 years old, 6.5years old, 3.3 years old younger than the chronological age on average, and that the seniors＇ subjective age can be predicted from their tourist motivation, which felt age can be predicted from learning motivation, activities age can be predicted from learning motivation, a sense of belonging, and physical stimulation, recognition age can be predicted from a sense of belonging and status enhancement. These conclusions can help the business marketers and policymakers re-recognize the elderly people, and re-positioning the senior tourism market on this basis.