煤炭资源枯竭型城市公众低碳旅游动机细分研究——以淮北市为例

Segmentation by Motivation for Low-Carbon Tourism in Coal Resource-Exhausted City's Residents——A Case Study of Huaibei

以资源枯竭型城市——淮北市为例,根据500份调查问卷,采用探索性因子分析(EFA)、验证性因子分析(CFA)、聚类分析等定量分析方法,对淮北市居民低碳旅游动机进行了维度及类型市场划分,并运用"推—拉"理论解释了低碳旅游动机形成的机制.结果显示,淮北市居民低碳旅游动机共分为4个维度,分别是:低碳体验、低碳科普教育、认知低碳、自然景观低碳旅游.聚类分析显示,淮北市低碳旅游市场可以被划分为:科普型、多重体验型、休闲型及探知型4种类型;人口学特征的划分显示,在4种类型中,教育程度和职业是两个最重要的影响因素.运用"推—拉"理论解释了低碳旅游动机形成机制,在各动机维度内主要受拉力因素主导.最后,针对性的探讨了低碳旅游市场设计与规划的策略.

Tourism motivation is one of the most important driving forces of the success of visitors to tourist destinations.However,mastering and controlling its dimensions and mechanism is becoming more and more critical to development and promotion of the tourism market.In this study,survey data was collected from 500 respondents in the resource-exhausted cities：Huaibei City using a self-administered questionnaire.The questionnaire was constructed to identify the key characteristics and motivations of respondents so that the significant market segments could be categorized and the latent tourist demand for Low-carbon tourism activities could be gauged by a cluster analysis.By using of ＂push-pull＂theory,the formation mechanism of a low-carbon tourism motivation is explained.This study identified four different motivational dimensions,according to the factor loading scores for each item,namely the＂low carbon experience＂motive,the ＂science and education＂motive,the ＂learning＂motive,the ＂natural landscape＂motive.There are four distinct segments of respondents by cluster and named as＂science education seekers＂,＂multi-experiences seekers＂,＂leisure seekers＂,and＂curious seekers＂.There are significance in two most important factors of the demographics,the level of education and occupation,respectively.Using ＂pushpull＂theory to explain the formation mechanism of low-carbon tourism motivation,the pull factors are the most important reason.Drawing on our key findings,we conclude by identifying a development path that could diversify Huaibei＇s low-carbon tourism market.