川藏线骑行者旅游动机与主观幸福感关系研究——旅游满意度的中介作用

A Study on Tourist Motivation of Cycling Tourism on the Sichuan-Tibet Line and its Impact on the Cyclers’Happiness:The Mediating Effect of Tourist Satisfaction

基于动机理论视角,文章采用深度访谈、问卷调查等方法,探索川藏线骑行旅游情境下的旅游动机及其对主观幸福感的影响效应。研究发现:(1)川藏线骑行旅游动机由"社会交往""自我实现""享受自然""放松释压""追求新奇"和"独处探索"等6个维度24个细分指标构成;(2)社会交往、自我实现维度直接且正向影响主观幸福感;(3)旅游满意度在自我实现与主观幸福感的路径关系中起部分中介作用,在享受自然、放松释压与主观幸福感的路径关系中起全部中介作用。研究结论有助于深化理解特种旅游参与者的旅游动机与主观幸福感的关系,丰富旅游动机和旅游幸福感理论研究,对后大众旅游时代旅游开发建设具有启示意义。

Based on travel motivation theory,this paper adopted in-depth interviews,questionnaire survey and other research methods and used the structural equation model to explore the impact of travel motivation on subjective happiness and tourism satisfaction on the Sichuan Tibet line.It is found that the six dimensions of cycling motivation on the Sichuan-Tibet line namely,"social interaction","self-fulfillment","enjoy landscape","relaxation","novelty seeking"and"solitude exploration",are constituted by 24 subdivision indexes;among which self-fulfillment motivation and social interaction motivation have positive effect on subjective happiness while tourist satisfaction plays an intermediation role in the relationship between self-fulfillment,relaxation,enjoy landscape motivation and subjective happiness.