基于因子分析的嵩口古镇游客动机实证研究

An Analysis of Tourist Motivation Factors in Songkou Ancient Town of Yongtai

以永泰县嵩口古镇为例,通过采用抽样调查的形式,在案例地发放问卷收集数据,并运用SPSS17.0软件的因子分析方法对问卷数据进行处理,归纳出游客前往嵩口古镇旅游的4类主要动机,分别是学习与游览观光、探索与增进感情、购物与情感交际、逃避与摆脱现状,并针对上述游客动机为永泰嵩口镇开发古镇旅游提出若干合理建议.

Taking Songkou ancient town of Yongtai county as an example,this paper,by using sample survey,distributes the questionnaire data in the case,and processes the questionnaire data by using the factor analysis method of SPSS 17.0 software.This paper summarizes the four main motivations for tourists to travel to Songkou ancient town,namely,to study and visit,to explore and enhance their feelings,to shop and communicate emotionally,to escape and get rid of the present situation,this paper puts forward some reasonable suggestions for the development of ancient town tourism in Songkou Town of Yongtai.