中国城市居民中医药文化旅游动机对行为意向影响研究

发布时间：2018-12-28 16:47

【摘要】：随着旅游业的不断发展壮大,旅游者的活动半径的越来越广,广大旅游者更加偏重旅游的精神享受和体验。文化作为旅游的灵魂,基于文化背景下的新兴旅游形式开始涌现。当前,以中医药文化为主导类型的文化旅游也在北京、广东、安徽、湖北等地区开始兴起并进一步发展。但由于受行业特性和环境的约束,当前中医药文化旅游的开展存在大而不强、小而零散的问题,难以形成竞争的优势。基于以上现状进对于中医药文化旅游市场进行合理有效的细分,能够进一步提升旅游竞争实力,借此机会推动旅游行业的发展与进步,对于满足消费者的需求,提高旅游竞争力具有重大意义。通过对中医药文化旅游旅游者的行为研究,从旅游动机、旅游涉入和行为意向出发,有助于各地区根据自身的资源禀赋制定相应的提升对策,于此同时为各地区发展中医药文化旅游提供基本的理论支持。本文研究了中医药文化旅游者的旅游动机、旅游涉入及行为意向,深入探讨三者之间的关系,分析中医药旅游文化旅游者的旅游动机,划分中医药文化旅游的细分市场,构建中医药文化旅游市场细分模型,以广东省中医药文化旅游参与者为研究对象,进行数据收集,以期丰富中医药文化旅游的研究,为中医药文化旅游的发展提供支持与建议。本文在以往研究和相关理论的基础上,探究了中医药文化旅游动机的构成要素,通过因子分析得到中医药文化旅游动机的八维度,即寻医问药动机、治病美容动机、学习知识动机、锻炼放松动机、内养正气动机、外避虚邪动机、恬淡虚无动机、精神内守动机,此外,通过基于中医药文化旅游动机的因子聚类将中医药文化旅游游客类型分为“修心养生型”、“治病保健型”、“休闲逃避型”、“学习探索型”四类。另外,本文构建了中医药文化旅游下旅游动机、旅游涉入、行为意向三者间的关系模型,基于本文研究可知旅游动机显著正向影响行为意向、旅游动机显著正向影响旅游涉入、旅游涉入显著正向影响行为意向,与此同时,旅游涉入在旅游动机与行为意向之间存在部分中介作用。
[Abstract]:With the development of tourism and the wide range of tourists' activities, the tourists pay more attention to the spiritual enjoyment and experience of tourism. Culture as the soul of tourism, based on the cultural background of new forms of tourism began to emerge. At present, cultural tourism with traditional Chinese medicine as the dominant type has also started to rise and further develop in Beijing, Guangdong, Anhui, Hubei and other regions. However, due to the constraints of industry characteristics and environment, the current development of traditional Chinese medicine cultural tourism is not strong and large, small and scattered problems, it is difficult to form a competitive advantage. Based on the above status quo, a reasonable and effective segmentation of the tourism market of traditional Chinese medicine culture can further enhance the competitive strength of tourism, promote the development and progress of the tourism industry, and meet the needs of consumers. It is of great significance to improve the competitiveness of tourism. Through the study of the behavior of Chinese medicine cultural tourists, from the perspective of tourism motivation, tourism involvement and behavior intention, it is helpful for each region to formulate corresponding promotion countermeasures according to its own resource endowment. At the same time, it provides basic theoretical support for the development of traditional Chinese medicine cultural tourism in various regions. This paper studies the tourism motivation, tourism involvement and behavior intention of traditional Chinese medicine cultural tourists, probes into the relationship among them, analyzes the tourism motivation of traditional Chinese medicine tourism culture tourists, and divides the subdivision market of traditional Chinese medicine culture tourism. In order to enrich the research of traditional Chinese medicine cultural tourism and provide support and advice for the development of traditional Chinese medicine cultural tourism, this paper constructs a subdivision model of traditional Chinese medicine culture tourism market, taking participants in traditional Chinese medicine culture tourism in Guangdong province as the research object, carries on the data collection, in order to enrich the Chinese medicine culture tourism research. On the basis of previous research and related theories, this paper probes into the constituent elements of Chinese medicine cultural tourism motivation, and obtains the eight dimensions of traditional Chinese medicine cultural tourism motivation by factor analysis, that is, seeking medical treatment and asking for medicine, treating diseases and beauty. Motivation for learning knowledge, motivation for relaxation, motivation for internal nourishment of qi, motive for avoiding evil spirits, motivation for quiet nihility, motivation for inner guard, Through factor clustering based on the motivation of traditional Chinese medicine culture tourism, the tourist types of traditional Chinese medicine culture tourism are classified into four types: "mental health care", "disease treatment and health care", "leisure escape" and "learning and exploration". In addition, this paper constructs the relationship model of tourism motivation, tourism involvement and behavior intention under traditional Chinese medicine culture tourism. Based on the research of this paper, we know that tourism motivation significantly positively affects behavior intention, tourism motivation significantly positively affects tourism involvement. Tourism involvement has a significant positive influence on behavioral intention, and at the same time, tourism involvement has a part of intermediary role between tourism motivation and behavioral intention.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：R2-03;F592.7

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