摘要
认清灾害事件对游客动机的影响是灾后旅游市场恢复第一步。根据"5.12"汶川地震发生前(2008年4月27～5月5日)与发生后(2009年5月5～10日)两个时段游客问卷调查数据,采用多因素方差分析等方法定量研究地震对灾区旅游地国内游客旅游动机的影响。研究发现,地震对游客大部分动机影响显著,震后拉力动机重要性下降,推力动机除遗产名气大动机外其余都增强,震后休闲动机比求知动机重要,与震前截然相反。震后旅游地非核心旅游吸引物的吸引力变化幅度呈现距离递增趋势,但核心旅游吸引物吸引力变化不存在空间差异。地震前后游客到访世界自然遗产地最重要的动机都是"亲近了解自然",与旅游吸引力不突显吸引物所激发的动机一样,不受地震灾害的影响。
Crisis or disaster has increasingly influenced tourism development and tourism demands obviously. Effective tourism marketing has been widely proved to be one of the focusing measurements for tourism market recovery in many destinations which suffered no dramatic tourism attractions or facilities damages by disasters. Then study on influence of certain disaster or crisis on tourists＇ motivation is very crucial for after-disaster tourism destination management and tourism market recovery after some disasters. Taking China＇ s Jiu- zhaigou National Park as a case, the authors conducted some quantitatively comparative analyses of tourists＇ s motivation based on the questionnaire survey data collected in the park before （from April 27th to May 5th, 2008） and after （from, May 5th to 10th, 2009） the Wenchuan Earthquake on May 12th, 2008. And some quantitative analytical methods such as MANOVA analysis has been used to analyze the changes of tourist motivation in the destination. Some research results can be drawn as below： 1） Tourists to Jiuzhaigou were mostly motivated by their desire of＂being close to nuture＂ both before and after the quake. It is important to note that na- ture attraction of the world natural heritage was the main and common pull motivation for both short-haul and long-haul markets before and after the earthquake. On the other hand, the Wenchuan Earthquake did great in- fluence most of the tourists＇ motivations to visit this park---the importance of pulling motivation declined while that of all pushing motivation but ＂for social status＂ increased; 2） Before the earthquake, tourists＇ knowledge obtaining motivation （experience new things and learn about other culture） was more important than that of recreation motivation （enjoy life and enjoy tranquility）, while it has reversely changed after the shock. The importance of the social and psychological motivations （for social status motivation ＂to see famous sights＂） decreased after the disaster. 3） The attraction of non-core attractions in the destination has experienced distance-decay changes, while the attraction of some core attractions in the park showed no changes with dis- tance before and after the shock. Actually, Jiuzhaigou＇ s tourist market segmentation within central-western China experienced adverse changes. According to the results of MANOVA, there were reverse trends between the midwest （increse） and midwest （decrease） in the change of market share before and after the earthquake. But all of these markets showed no great differences of tourist motivation. It may imply that tourist motivation can play a tiny role in the explaination of the market changes within some adajacent developing regions before and after the quake. Based on previous research conclusion, the authors put forward some differential marketing suggestions for its market recovery .
出处
《地理科学》
CSCD
北大核心
2011年第12期1533-1540,共8页
Scientia Geographica Sinica
基金
国家自然科学基金项目(41171121
41001070)资助
关键词
地震前后
旅游动机
灾区旅游地
汶川地震:九寨沟
before and after earthquake
tourist motivations
tourism site of disaster area
Jiuzhaigou
Wenchuan Earthquake
