旅游者和旅游从业者双重身份下的个体动机研究

Research on Individual Motivation under the Dual Identity of Tourists and Tourism Practitioners

通过访谈和网络爬虫方法获取World Ventures旅游直销公司会员的62份文本数据,导入软件Nvivo11.0进行扎根理论编码。结果发现:(1)旅游者和旅游从业者双重身份下的个体旅游动机包括体验型动机、关系促进型动机、自我发展动机和自我实现动机;(2)个体动机受到国家法律法规、旅游企业和周围人等外界情景条件的影响;(3)家庭生命周期、旅游需求和价值观念等动态调整着个体动机;(4)外界情景条件作用于个体,个人特征影响着个体动机。根据19个主轴编码动机将个体分为享乐型动机个体、经营型动机个体和兼顾型动机个体。在理论上拓展了传统旅游动机模型,并为旅游企业营销和政府对直销型旅游企业的规范管理提供思考。

Through interviews and web crawlers,62 text data of members of World Ventures tourism direct sales company were obtained,and the data was imported to software Nvivo 11.0 to encode.The research has found that:(1)Individual tourism motivation under the dual identities of tourists and tourism practitioners includes experience motivation,relationship promotion motivation,self-development motivation and self-realization motivation.(2)Individual motivation is affected by national laws and regulations,tourism enterprises,surrounding people and other external situational conditions.(3)Besides,family life cycle,tourism demand and values adjust individual motivation dynamically.(4)External situation affect individual,individual characteristics affect motivation.Finally,according to 19 motivations of axial coding,individuals are divided into hedonic,managerial and consideration motivations.The research expands the traditional tourism motivation model in theory,and provides the thinking for the marketing of tourism enterprises and the government’s standard management of direct selling tourism enterprises in practice.