江门市乡村旅游动机实证研究

An Empirical Study of Motivations of Visitors to Rural Areas in Jiangmen

以推拉理论为理论基础,以江门市乡村旅游游客动机为研究对象构建推力量表和拉力量表,在江门市8个乡村旅游地对游客展开问卷调查,并进行统计与分析。研究发现游客赴江门市乡村旅游地的主要推力因素有“回归自然”“放松身心、强身健体”和“体验乡村风俗民情”等旅游需求;而“纯朴的乡村饮食”是游客前往乡村旅游目的地最主要的拉力因素。研究建议:深度挖掘乡村民俗资源,增强体验感;创建魅力乡土环境,保护和控制乡村生态环境;结合乡村风俗民情,打造食游线路。

Based on the push-pull theory,a thrust scale and a pull scale were constructed with a view to studying the motivations of tourists to rural destinations.A questionnaire survey was conducted on the tourists at 8 rural tourist destinations in Jiangmen,and statistics and analysis were made.The study found that the main driving factors for tourists to go to rural destinations in Jiangmen include“returning to nature”,“relaxing and strengthening physical and mental health”and“experiencing rural customs and conditions”.The“simple country diet”is the main pull factor for tourists to travel to rural destinations.Research suggestions:dig deeply into the resources of rural folk customs to enhance tourists’sense of experience;create an appealing rural environment,protect and control rural ecological environment;exhibit folk customs and mores,and create gastronomic routes.