【摘要】：隨著旅游業(yè)的不斷發(fā)展壯大,旅游者的活動(dòng)半徑的越來(lái)越廣,廣大旅游者更加偏重旅游的精神享受和體驗(yàn)。文化作為旅游的靈魂,基于文化背景下的新興旅游形式開始涌現(xiàn)。當(dāng)前,以中醫(yī)藥文化為主導(dǎo)類型的文化旅游也在北京、廣東、安徽、湖北等地區(qū)開始興起并進(jìn)一步發(fā)展。但由于受行業(yè)特性和環(huán)境的約束,當(dāng)前中醫(yī)藥文化旅游的開展存在大而不強(qiáng)、小而零散的問題,難以形成競(jìng)爭(zhēng)的優(yōu)勢(shì)�；谝陨犀F(xiàn)狀進(jìn)對(duì)于中醫(yī)藥文化旅游市場(chǎng)進(jìn)行合理有效的細(xì)分,能夠進(jìn)一步提升旅游競(jìng)爭(zhēng)實(shí)力,借此機(jī)會(huì)推動(dòng)旅游行業(yè)的發(fā)展與進(jìn)步,對(duì)于滿足消費(fèi)者的需求,提高旅游競(jìng)爭(zhēng)力具有重大意義。通過(guò)對(duì)中醫(yī)藥文化旅游旅游者的行為研究,從旅游動(dòng)機(jī)、旅游涉入和行為意向出發(fā),有助于各地區(qū)根據(jù)自身的資源稟賦制定相應(yīng)的提升對(duì)策,于此同時(shí)為各地區(qū)發(fā)展中醫(yī)藥文化旅游提供基本的理論支持。本文研究了中醫(yī)藥文化旅游者的旅游動(dòng)機(jī)、旅游涉入及行為意向,深入探討三者之間的關(guān)系,分析中醫(yī)藥旅游文化旅游者的旅游動(dòng)機(jī),劃分中醫(yī)藥文化旅游的細(xì)分市場(chǎng),構(gòu)建中醫(yī)藥文化旅游市場(chǎng)細(xì)分模型,以廣東省中醫(yī)藥文化旅游參與者為研究對(duì)象,進(jìn)行數(shù)據(jù)收集,以期豐富中醫(yī)藥文化旅游的研究,為中醫(yī)藥文化旅游的發(fā)展提供支持與建議。本文在以往研究和相關(guān)理論的基礎(chǔ)上,探究了中醫(yī)藥文化旅游動(dòng)機(jī)的構(gòu)成要素,通過(guò)因子分析得到中醫(yī)藥文化旅游動(dòng)機(jī)的八維度,即尋醫(yī)問藥動(dòng)機(jī)、治病美容動(dòng)機(jī)、學(xué)習(xí)知識(shí)動(dòng)機(jī)、鍛煉放松動(dòng)機(jī)、內(nèi)養(yǎng)正氣動(dòng)機(jī)、外避虛邪動(dòng)機(jī)、恬淡虛無(wú)動(dòng)機(jī)、精神內(nèi)守動(dòng)機(jī),此外,通過(guò)基于中醫(yī)藥文化旅游動(dòng)機(jī)的因子聚類將中醫(yī)藥文化旅游游客類型分為“修心養(yǎng)生型”、“治病保健型”、“休閑逃避型”、“學(xué)習(xí)探索型”四類。另外,本文構(gòu)建了中醫(yī)藥文化旅游下旅游動(dòng)機(jī)、旅游涉入、行為意向三者間的關(guān)系模型,基于本文研究可知旅游動(dòng)機(jī)顯著正向影響行為意向、旅游動(dòng)機(jī)顯著正向影響旅游涉入、旅游涉入顯著正向影響行為意向,與此同時(shí),旅游涉入在旅游動(dòng)機(jī)與行為意向之間存在部分中介作用。
[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.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：R2-03;F592.7

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