基于推拉理论的大连市乡村旅游动机结构分析

Analysis of the Motivation Structure of Rural Tourism in Dalian Based on the Push-pull Theory

以推拉理论为理论依据,采用问卷调研的方式获取了大连市城市居民乡村旅游的行为意向。通过描述性统计发现,被调查的城市居民可以用有子女和无子女这一代表性特征分为2个群组,其次通过因子分析提炼出了乡村旅游动机,共3个推力因子,包括情感交流、求知探索和舒缓放松,4个拉力因子包括农业文化、游憩项目、乡村评价和自然环境。在此基础上运用结构方程模型分析动机之间的相互影响关系后发现,大连市城市居民的情感交流只是作为推力内动力影响求知探索和舒缓放松,而与求知探索相关的拉力动机是农业文化、乡村评价、游憩项目,但在相关强弱上两个群组稍有差异,有子女群组是乡村评价为最强,而无子女群组则是农业文化。另外,与舒缓放松相关的拉力动机2个群组都是自然环境,但无子女群组在农业文化这一拉力动机上也呈现出弱相关。

This paper uses the push-pull theory,and carried out a questionnaire survey on the behavior intention of rural tourism of Dalian urban residents.The results of descriptive statistics show that the group of subjects can be divided into the group with children and the group without children.Through the factor analysis of the content of tourism intention,three kinds of motivation factors are extracted to promote the existing tourism of urban residents:affective interaction,curious exploration and relaxation.Four motive factors are extracted to attract city dwellers to rural tourism:agricultural culture,recreational project,rural evaluation and natural environment.Further,the result of analysis of the structural equation model(SEM)between motive factors shows,the affective interaction is internal influence on the curious exploration and the relaxation,the agricultural culture and the rural evaluation and the recreational project are pull factors for the curious exploration,but some differences appeared on the strength of influence relations between the two groups,such as the curious exploration and the rural evaluation are strongest for the group with children,and the agricultural culture and the curious exploration are strongest for the group without children.In addition,the pull motivation associated with the relaxation is the natural environment for both groups,but the agricultural culture is also weakly influenced with the relaxation for the group without children.