藏传佛教寺院景区游客旅游动机研究——以青海塔尔寺为例

A study on tourist motivation of Tibetan Buddhist temples--Take the case of Ta’er temple in Qinghai Province

以藏传佛教圣地塔尔寺为例,采用探索性因子分析和K-均值聚类分析法探究来访游客的旅游动机,并依据动机的差异来划分游客类别.结果表明,来访塔尔寺游客的出游动机主要呈现4个维度:精神感召、观光游览、学习探索、情感联系.观光游览是首要的动机,其次是情感联系和精神感召,学习探索是最弱的动机,旅游者出游动机的多样性反映出塔尔寺景区满足了不同游客的旅游诉求.依据旅游动机,该地游客又可分为3类:社交探索型、休闲游览型、朝圣求佛型,其中休闲游览型游客占比最多,朝圣求佛型游客居其次,社交探索型游客占比最少,这是宗教圣地在旅游观光化的影响下带来的新变化.说明当游客出游动机维度中的“世俗”大于“神圣”时,宗教旅游地与世俗旅游地游客出游动机会呈现趋同性的特征.

This paper takes the Tibetan Buddhist holy land Ta’er temple as an example,the exploratory factor analysis and K-means cluster analysis are used to study the tourist motivation,and tourists are divided into different types according to the differences of travel motivation.The results show that: the motivation of tourists to Ta’er temple mainly presents four dimensions:spiritual inspiration,sightseeing,learning and exploration,emotional connection.Tourism is the primary motivation,followed by emotional connection and spiritual inspiration,learning and exploration is the weakest motivation.The diversity of tourists’ motivation reflects that the Ta’er Temple scenic spot meets the tourism demands of different tourists.According to the tourism motivation,the tourists can be divided into three categories:social exploration type,leisure tourism type and pilgrimage type.Among them,leisure tourism type accounts for the most,pilgrimage type accounts for the second,and social exploration type accounts for the least.This is a new change brought about by the influence of tourism light in religious sites.The study further shows that when the dimension of “secular”is greater than “sacred”,the travel motivation of religious tourism destination and secular tourism destination will show the characteristics of convergence.