影视旅游者动机细分及其形成机制——新西兰霍比特村案例

发布时间：2018-06-08 17:52

本文选题：影视旅游 + 旅游动机　；参考：《旅游学刊》2013年08期

【摘要】：影视旅游者动机分类研究对于细分市场营销和影视旅游目的地推广具有重要意义。文章以电影《指环王》拍摄地霍比特村为影视旅游案例地,根据180份调查问卷和10位游客的深度访谈数据,采用聚类分析方法,对参观霍比特村影视基地的游客类型进行了研究。结果显示,这些游客可以被划分为体验型游客、探索型游客、观光型游客和被动型游客4种类型,每种类型游客都具有各自的行为目的与特征,且利用推拉力理论可以较好地对4类游客旅游动机的形成机制进行解释。其中,拉力因素是主导游客参观霍比特村的关键因素,而拉力因素的各因子影响旅游动机的机制也存在差异,在此基础上分析了不同因子对旅游者动机形成机制的原因。最后,文章探讨了影视旅游吸引物开发与营销的策略。
[Abstract]:The research on motive classification of film and television tourists is of great significance for subdivision marketing and promotion of movie and television tourism destination. Based on 180 questionnaires and in-depth interview data of 10 tourists, the paper uses the cluster analysis method to take Hobbit village, the shooting place of the film "Lord of the Rings", as a case study of film and television tourism. This paper studies the types of tourists who visit Hobbit village film and television base. The results show that these tourists can be divided into four types: experiential tourists, exploratory tourists, sightseeing tourists and passive tourists. Each type of tourists has its own behavioral purpose and characteristics. The formation mechanism of four kinds of tourist motivation can be well explained by the theory of push-pull force. Among them, the pull factor is the key factor leading the tourists to visit Hobbit Village, and the different factors of the pull factor influence the tourist motivation mechanism. On this basis, the reasons of the different factors on the tourist motivation formation mechanism are analyzed. Finally, the paper discusses the development and marketing strategies of film and television tourism attraction.
【作者单位】：中国旅游研究院;新西兰怀卡托大学管理学院;
【基金】：国家自然科学基金项目(41101146)资助~~
【分类号】：F596.12

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