基于推拉理论的柳州市乡村旅游动机实证分析.pdf

南方农业学报 JOURNAL OF SOUTHERN AGRICCLTURE2012,43(10):1606-11610
ISSN 2095-1191: CODEN NNXAAB
http://www.nfnvxb.com
DOl:10.3969/:issn.2095-1191.2012.10.1606
基于推拉理论的柳州市乡村旅游动机实证分析
郑文俊
(桂林理工大学旅游学院,广西桂林54100
摘要:[目的分析柳州城市居民乡村旅游动机的“推力一拉力”因子,为柳州市及广西其他地区乡村旅游开发提供
科学参考。(方法J以柳州市为实证案例区域,在问卷调查的基础上,应用因子分析法从推力因素和拉力因索定量分析
乡村旅游动机的潜在特征。【结果柳州城市居民赴乡村旅游的主要推力因素为“乡村休闲放松”、“怀旧与新鲜感”和
“商务需要”等旅游需求;主要拉力因素为“乡村自然与生活”、“乡村人文景观”和“农事活动体验”等旅游吸引力。【建
议】加强乡村旅游市场营销,促推城市居民出游;营造乡村休闲氛围,增强乡村旅游拉力;保护乡土景观资源,促进柳州
乡村旅游可持续发展
关键词:旅游动机;乡村旅游;推拉理论;柳州市
中图分类号:F327.8
文献标志码:A
文章编号:2095-1191(2012)10-1606-05
Empirical study on rural tourism motivation based on
thepush-pulr theory
ZHENG Wen-jun
(Tourism College, Guilin University oftechnology, Guilin, Guangxi 541004, China
Abstract: [Objective]The present study was conducted to explore the push and pull factors of rural tourism motiva
tion to provide scientific references for rural tourism development in Liuzhou City and other areas in Guangxi. [Method]
Taking Liuzhou City as a case study area, based on a questionnaire survey, this research analyzed the underlying charac
teristics of rural tourism motivations from the push and pull factors using factor analysis. I Result The main forces pushing
Linzhou city residents to rural tourism areas were the tourist demands of"rural leisure and relaxation
fresh environment", and" business activities".The main pull forces were the tourism attracting characteristics of"rural
nature and life" rural cultural landscape", and"agricultural activitics".[Suggestion ]Some improvement strategies, such
as marketing rural leisure tourists to promote city residents to come into rural areas, creating relaxing atmosphere to en-
hance rural tourism attraction, and protecting rural landscape resources were all put forward as developmental suggestions
for the sustainable development of rural Tourism in Liuzhou City
Key words: tourism motivations; rural tourism; push-pull theory; Liuzhou City
引言
力一拉力”因子,既有助于柳州市有的放矢地开展乡
研究意义】乡村旅游动机研究是旅游者行为研
村旅游开发和市场营销工作,又可为广西其他地区乡
究的重要内容之一,而推拉理论是研究乡村旅游动机
村旅游开发提供科学参考。【前人研究进展】国内外近
的有效途径。广西柳州市乡村旅游蓬勃发展,目前已
年来对旅游动机的研究较深入,大多学者认为动机在
有柳州农工商农业观光旅游区等10处全国农业旅游旅游者行为决策中起着重要作用,并基于心理学理论
示范点,三江侗族自治县程阳八寨等多处4A级旅游景形成了许多旅游动机理论,如逃避一寻求理论、享乐
区。通过分析研究柳州城市居民乡村旅游动机的“推旅游动机理论和推拉理论。推拉理论为提供了一个检
收稿日期:2012-06-12
基金项目:国家社会科学基金项日(1OCM2O11);国家自然科学基金项目(41101316);国家科技支撑计划项目(2012BAC16B04)
作者简介:郯文俊(1979-),博士,副教授,主要从事生态旅游与乡土景观研究工作,E-mail:zhengwenjun@glite.eu.cna
万方数括