摘要
为了满足多样化、个性化的旅游需求,从心理因素探讨游客乡村旅游动机和旅游意愿显得尤为重要。文章基于问卷数据,利用SPSS和SmartPls软件进行数据处理和分析,探讨了自我概念、旅游动机及乡村旅游意愿三者的关系。结果表明:不同的自我概念对旅游动机的影响存在差异;消遣动机、实践动机和逃离动机对乡村旅游意愿有显著正向影响,而文化动机对乡村旅游意愿影响并不显著;除发展自我外,乡村旅游动机在自我概念其他三维度与旅游意愿之间具有中介作用,为乡村旅游产品或服务的开发与提供给出建议。
To meet the diversified and individualized tourism needs, it is particularly important to discuss the motivation and intention of tourists for rural tourism from psychological factors. Based on the questionnaire data, the article uses SPSS and SmartPls for data processing and analysis, and explores the relationship between self-concept, tourism motivation and rural travel intention. The results show that different self-concepts have different impacts on tourism motivation;recreational motivation, practical motivation, and escape motivation have a significant positive impact on rural travel intention, while cultural motivation does not significantly affect rural travel intention. Rural tourism motivation plays a mediating role between the other three dimensions of self-concept except seeking development self and rural travel intention. Finally, suggestions are provided for the development and provision of rural tourism products or services.
作者
徐燕
孙振兴
Xu Yan;Sun Zhenxing(Longqiao College of Lanzhou University of Finance and Economics,Lanzhou Gansu 730101)
出处
《对外经贸》
2020年第4期103-107,共5页
FOREIGN ECONOMIC RELATIONS & TRADE
基金
2019年甘肃省高等学校创新能力提升项目“以极简私享农旅助推甘肃精准扶贫模式创新研究”(项目编号:2019A-174)。
关键词
自我概念
旅游动机
乡村旅游意愿
中介效应
Self-Concept
Tourism Motivation
Rural Travel Intention
Mediating Effect
