本文關鍵詞：山西省農村居民旅游動機及其影響因素研究　出處：《陜西師范大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 農民旅游 旅游動機 影響因素 山西省

【摘要】：近年來,我國旅游業(yè)如同飛奔的馬車,行駛在快速發(fā)展的經濟大道上。伴隨著旅游業(yè)的高速發(fā)展和人民生活水平的顯著提高,尤其是農村居民生活質量的日益改善及生活需求的多樣化,外出旅游已經不再是城鎮(zhèn)居民獨享的高端活動,而是逐漸演變成一種大眾化和平民化的活動。農村居民的出游人數(shù)和出游次數(shù)都逐漸增加,其在旅游市場中的潛力也漸漸顯現(xiàn),農村居民日漸成為我國國內旅游的新興力量,受到了眾多學者的關注。眾所周知,農村居民在我國總人口中所占的比重相當大,是我國旅游市場中容易被忽略但又不可或缺的一部分。因此深入細致的了解農村居民的旅游動機及影響出游的因素,不僅有助于了解并引導農村居民的旅游需求,而且在一定程度上對于旅游企業(yè)針對性的開展市場營銷和產品設計以及開發(fā)農村居民旅游市場具有深遠的作用和意義。 本文在整理總結旅游動機及農村居民旅游相關文獻的前提下,以旅游動機理論為基礎,借鑒已有的旅游動機量表,設計農村居民旅游動機及影響因素調查問卷；選取山西省代表性的村莊作為案例地,運用問卷調查法收集一手數(shù)據,借助Excel(?)SPSS統(tǒng)計軟件整理和分析數(shù)據,利用描述性統(tǒng)計、因子分析、獨立樣本T檢驗、方差分析以及聚類分析等方法明確山西省農村居民外出旅游的基本特征、主要動機、主要類型和影響因素；根據已有結論針對性的提出能夠激發(fā)農村居民旅游動機的有效措施和建議,希望為相關旅游企業(yè)科學開發(fā)農村居民旅游市場、深入挖掘其潛力提供合理的依據和借鑒。主要結論如下： (1)山西省農村居民對旅游的需求程度較高,超過半數(shù)的受訪者表示生活中需要旅游；農村居民對旅游的認知程度不是很高,聽說過旅游但不了解的占三分之一；農村居民出游意愿強烈,愿意出游的人數(shù)占82.7%；農村居民對外出旅游持積極的態(tài)度。 (2)對旅游動機項目做因子分析,共提取出7個公因子,分別是放松或逃避動機、新奇或刺激動機、精神提升動機、從眾或吸引動機、知識動機、身體健康動機和情感動機。結合均值排序可知山西省農村居民外出旅游最主要的動機是放松或逃避動機和知識動機,在新奇或刺激動機上表現(xiàn)不明顯。 (3)影響山西省農村居民外出旅游的因素不是唯一的,其中經濟基礎和閑暇時間是最主要的因素,另外農村居民自身的心理和生理等主觀條件以及外部交通、信息來源制約等客觀條件也是不可忽視的因素。受訪者的性別、年齡、受教育水平、婚姻狀況、性格特征和家庭月收入等社會人口學統(tǒng)計特征對旅游動機因子有不同程度的影響。 (4)對旅游動機因子做聚類分析,可以將山西省農村居民劃分為四種類型：知識情感型、精神需求綜合型、康體娛樂型和盲目跟風型。各類型旅游者在性別、年齡、受教育水平、婚姻狀況和家庭月收入等方面有所差異。 本文創(chuàng)新之處：以往針對農村居民旅游市場的研究以定性研究居多,本文以實證調研為基礎,選取山西省傳統(tǒng)意義上的農村居民為研究對象,定性分析與定量分析相結合,在研究對象上更加細致,這些都與以往農村居民旅游研究有所不同,有一定的創(chuàng)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.

【學位授予單位】：陜西師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F327;F592.7

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本文編號：1364399