基于MEC理论的乡村旅游动机研究

A Study on the Motivations of Rural Tourism Based on MEC Theory

在乡村旅游地竞争激烈的今天,有必要深入了解乡村旅游者的需求和动机,为乡村旅游地的开发和乡村旅游经营决策提供知识基础。采用MEC理论和软式阶梯法,基于对代表性乡村旅游地的41名乡村旅游者的深度访谈数据,通过内容分析和编码处理,构建了乡村旅游者的“属性—结果—价值”关联矩阵和层级价值图,得到乡村旅游者比较倚重的8个属性动机、11个结果动机、6个价值动机,以及7条比较重要的MEC链。基于研究揭示出的乡村旅游中的重要动机、旅游者期望实现的价值和旅游地的客观因素之间的直观联系,最后对乡村旅游地规划选址、项目开发、市场细分等提供了建议。

In today's fierce competition in rural tourism,it is necessary to understand the needs and motives of rural tourists deeply,and provide proper guidelines and knowledge for the development of rural tourism destinations and the decision-making of rural tourism management.This paper adopted MEC theory and soft ladder method.Based on the in-depth interview data of 41 rural tourists in representative rural tourist destinations,this paper constructed the“attribute-result-value”correlation matrix and the hierarchical value map of rural tourists by using content analysis and coding processing,and obtained 8 attribute motivations,11 result motivations,6 value motivations,and 7 more important MEC chains that rural tourists rely more on.Based on the direct connection between the important motivation of rural tourism,the value that tourists expect to achieve and the objective factors of the tourism destinations revealed by the research,this paper finally provided suggestions for planning,site selection,project development,and market segmentation of rural tourism destination.