森林运动小镇游客游憩动机与满意度关系研究

Research on the relationship between the recreation motivation and satisfaction of tourists in forest sports towns

【目的】森林生态体验和森林休闲运动已成为我国森林旅游的重要组成部分,主题特色鲜明的森林运动小镇成为森林旅游的重要发展载体,深入分析其成功因素和未来发展趋势对于促进森林旅游持续发展具有重要意义。【方法】以衢州灵鹫山森林运动小镇为例,采用问卷调查的方式结合回归分析法研究游客游憩动机、游后满意度及其二者之间的关系。【结果】灵鹫山森林运动小镇游客的游憩动机由强到弱依次为:刺激与逃避>机能提升>求知与探索>增进交往。不同人群分类的游憩动机有差异,其中运动技巧、亲情建设、运动类型、处事能力、焕发活力、组织能力6个动机因素受到人口统计学特征变化的影响。游客的游后满意度高低依次为:愉悦心情>整体>增强体质>缓解压力>增加见识,其中增加见识、缓解压力、增强体质满意度均值低于满意度总均值。焕发活力、结识朋友、身心享受3个动机因素对游客评价较低的满意度有影响,因此满足游客身心享受、焕发活力、结识朋友的动机需求可以提高游客满意度。【结论】在改善游客满意度方面建议:打造森林运动特征优势,满足游客主要需求;制订针对性的森林运动菜单,合理分配游客群体;提升森林运动游客体验,吸引更多游客关注森林康养。

【Objective】The forest ecological experience and forest leisure sports have become an important part of forest tourism in China,and forest sports towns with distinctive themes have become important development carriers of forest tourism.In-depth analyses of its success factors and future development trends are of great significance for promoting the sustainable development of forest tourism.【Method】From the perspective of tourists,taking the small forest sports town of Lingjiu Mountain in Quzhou as an example,the author used a questionnaire survey and regression equation to study recreation motivations,the degree of satisfaction and the relationship between them.【Result】①The recreational motivation of tourists in the sports town of Lingjiu Mountain forest was found to be for stimulation and avoidance>to improve function>seek knowledge and exploration>to enhance communication.②There are differences in recreational motivations among different groups,among which six motivational factors,including to enhance sport skills,to improve family affection,the type of sports,the ability to do things,and to improve vitality and organizational abilities,were affected by demographic changes.③After the tour,the degree of satisfaction of tourists was ranked as follows:cheerful mood>overall physical enhancement>stress relief>knowledge increase.Among them,the average satisfaction of knowledge increase,stress relief,and physical enhancement was lower than the mean of satisfaction.Three motivation factors,namely:to improve vitality,to mak friends and physical and mental enjoyment had an impact on the lower satisfaction levels experienced by tourists.Therefore,satisfying tourists’motivational needs for physical and mental enjoyment,improving vitality,and making friends can improve their satisfaction.【Conclusion】It is necessary to build on the advantages of forest sports features to meet the main needs of tourists,to formulate a targeted menu of forest sports so as to rationally allocate the tourist groups,and as well as to enhance the tourist experience of forest sports to attract more tourists.