山西省农村居民旅游动机及其影响因素研究

发布时间：2018-01-01 12:02

本文关键词：山西省农村居民旅游动机及其影响因素研究　出处：《陕西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,我国旅游业如同飞奔的马车,行驶在快速发展的经济大道上。伴随着旅游业的高速发展和人民生活水平的显著提高,尤其是农村居民生活质量的日益改善及生活需求的多样化,外出旅游已经不再是城镇居民独享的高端活动,而是逐渐演变成一种大众化和平民化的活动。农村居民的出游人数和出游次数都逐渐增加,其在旅游市场中的潜力也渐渐显现,农村居民日渐成为我国国内旅游的新兴力量,受到了众多学者的关注。众所周知,农村居民在我国总人口中所占的比重相当大,是我国旅游市场中容易被忽略但又不可或缺的一部分。因此深入细致的了解农村居民的旅游动机及影响出游的因素,不仅有助于了解并引导农村居民的旅游需求,而且在一定程度上对于旅游企业针对性的开展市场营销和产品设计以及开发农村居民旅游市场具有深远的作用和意义。本文在整理总结旅游动机及农村居民旅游相关文献的前提下,以旅游动机理论为基础,借鉴已有的旅游动机量表,设计农村居民旅游动机及影响因素调查问卷；选取山西省代表性的村庄作为案例地,运用问卷调查法收集一手数据,借助Excel(?)SPSS统计软件整理和分析数据,利用描述性统计、因子分析、独立样本T检验、方差分析以及聚类分析等方法明确山西省农村居民外出旅游的基本特征、主要动机、主要类型和影响因素；根据已有结论针对性的提出能够激发农村居民旅游动机的有效措施和建议,希望为相关旅游企业科学开发农村居民旅游市场、深入挖掘其潜力提供合理的依据和借鉴。主要结论如下： (1)山西省农村居民对旅游的需求程度较高,超过半数的受访者表示生活中需要旅游；农村居民对旅游的认知程度不是很高,听说过旅游但不了解的占三分之一；农村居民出游意愿强烈,愿意出游的人数占82.7%；农村居民对外出旅游持积极的态度。 (2)对旅游动机项目做因子分析,共提取出7个公因子,分别是放松或逃避动机、新奇或刺激动机、精神提升动机、从众或吸引动机、知识动机、身体健康动机和情感动机。结合均值排序可知山西省农村居民外出旅游最主要的动机是放松或逃避动机和知识动机,在新奇或刺激动机上表现不明显。 (3)影响山西省农村居民外出旅游的因素不是唯一的,其中经济基础和闲暇时间是最主要的因素,另外农村居民自身的心理和生理等主观条件以及外部交通、信息来源制约等客观条件也是不可忽视的因素。受访者的性别、年龄、受教育水平、婚姻状况、性格特征和家庭月收入等社会人口学统计特征对旅游动机因子有不同程度的影响。 (4)对旅游动机因子做聚类分析,可以将山西省农村居民划分为四种类型：知识情感型、精神需求综合型、康体娱乐型和盲目跟风型。各类型旅游者在性别、年龄、受教育水平、婚姻状况和家庭月收入等方面有所差异。本文创新之处：以往针对农村居民旅游市场的研究以定性研究居多,本文以实证调研为基础,选取山西省传统意义上的农村居民为研究对象,定性分析与定量分析相结合,在研究对象上更加细致,这些都与以往农村居民旅游研究有所不同,有一定的创新性。
[Abstract]:In recent years, China's tourism industry as a flying carriage, driving the rapid development of economy Avenue. Significantly increased along with the rapid development of the tourism industry and people's living standards, especially the improvement and diversification needs of life quality of life of rural residents, urban residents travel is no longer the exclusive high-end activities, but gradually evolved into a popular and democratic activities of rural residents. The number of trips and travel times are increased gradually, the tourism market potential has gradually emerged, the rural residents has become the emerging power of domestic tourism in China, has attracted the attention of scholars. As everyone knows, for rural residents in China a large proportion of the total population, China's tourism market is easily overlooked but also indispensable part. So the understanding of rural residents' tourism motivation and influence Travel factors not only help to understand and guide the rural residents' tourism needs, but also to a certain extent, have a far-reaching role and significance for tourism enterprises in targeted marketing and product design, and the development of rural residents' tourism market.
This paper summarizes the premise in the travel motivation and rural resident tourism related literature, travel motivation theory, using the existing tourism motivation scale, questionnaire design and tourism motivation factors of rural residents in Shanxi province were selected; representative of the village as a case, using the method of questionnaire survey to collect first-hand data, with the help of Excel (?) SPSS statistical software for data collation and analysis, using factor analysis, descriptive statistics, independent samples T test, variance analysis and cluster analysis method to clear the rural residents in Shanxi Province travel the main motivation, characteristics, main types and influencing factors; according to the conclusion put forward to stimulate tourism motivation of rural residents the effective measures and suggestions, hope for the scientific development of tourism enterprises in the tourism market of rural residents, dig its potential to provide reasonable basis and reference The main conclusions are as follows:
(1) of rural residents in Shanxi Province on tourism demand a higher degree, more than half of the respondents said the travel needs of life; rural residents' cognition of tourism is not very high, but not heard of tourism for 1/3; rural residents will travel strong, willing to travel accounted for 82.7%; rural residents hold a positive attitude go out to travel.
(2) do factor analysis of travel motivation project, we extract 7 common factors, namely to relax or escape motivation, novelty or stimulate the motivation, spiritual motivation, conformity or attract motivation, motivation of knowledge, health motivation and emotion motivation. The combination of mean sort of rural residents in Shanxi province is the main motivation of tourism is to relax or escape from the motivation and motivation in knowledge, novelty or stimulate the motivation on performance is not obvious.
(3) the influence factors of rural residents in Shanxi Province travel not only, the economic basis and the leisure time are the main factors, the subjective conditions of rural residents also own psychological and physiological factors as well as external traffic, information source control objective conditions can not be ignored. The respondent's gender, age, education level, marital status, social demographic characteristics, personality characteristics and family income had different effects on tourism motivation factor.
(4) clustering analysis of tourism motivation factor, the rural residents in Shanxi province are divided into four types: the knowledge of the emotional type, comprehensive type of spiritual needs, entertainment and blindly follow the trend. Various types of tourists in the gender, age, education level, different marital status and family income and so on.
The innovation of this paper: past research for rural resident tourism market by qualitative research mostly, based on the empirical research, selected the traditional Shanxi province rural residents as the research object, combining qualitative analysis and quantitative analysis, the research object is more detailed, all of these rural tourism research is different, there are a certain degree of innovation.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F327;F592.7

【参考文献】