摘要
旅游者动机分类研究对于市场营销和目的地旅游推广具有重要意义。文章以在校女大学生为对象,以东南亚自助游为案例,基于"推-拉"理论对19个动机因素进行了研究。数据分析结果表明,女大学生自助游动机可分为放松逃逸、游览观光、增长见识、情感体验、学术调研、便利信赖和设施服务七类,并且发现推力因子作用明显大于拉力因子。同时,女大学生是否去过东南亚旅游也对五个自助游动机因素如"欣赏美丽的自然风光,亲近了解自然"打分产生了影响,产生显著差异的因子中,拉力因子多于推力因子。本文针对以上问题对东南亚的旅游产品开发和营销策略提出一些建议。
The research on the classification of tourist motivation is of great significance to the marketing and destination tourism promotion. Taking the female college students as the object and the travel to Southeast Asia as a case, the paper studies 19 motivation factors based on the Push-Pull Theory. The analysis results of data show that the travel motivation of female college students can be divided into seven categories, relaxe and escape, sightseeing, knowledge expanse, emotional experience and academic research, convenience and trust, Facilities and services.And it found that the function of push factors is larger than the pull factors. At the same time,female students who have and haven＇t been to Southeast Asia gave different scores on five travel motivation factors such as ＂to appreciate the beautiful natural scenery and intimate understanding of nature＂, and among the factors that produce significant differences, there are more pull factors than push factors.This paper puts forward some suggestions on the development and marketing strategies of tourism products in Southeast Asia aim at the results.
作者
丘启航
Qiu Qi-Hang(Shenzhen Tourism of Jinan University,518053 Shenzhen, Guangdong, China)
出处
《特区经济》
2016年第9期119-120,共2页
Special Zone Economy
关键词
女大学生
自助游动机
“推-拉”理论
动机分类
显著差异
Female college students
Self motivation
Push-Pull Theory
Classification of motivation
Significant difference
作者简介
丘启航（1994-），女，汉族，广东梅州人，暨南大学本科学生。
