基于旅游动机的旅游目的地选择行为分析

旅游目的地选择是游客出行决策的核心问题，本文对游客的目的地选择行为进 行了研究.本课题组选取北京市区8个景点，以在京旅游的游客作为研究对象，组织进行了 游客出行行为调查.问卷设计22 项旅游动机，通过对游客旅游动机项提取因子，并对旅游 动机的因子得分进行聚类分析把游客分为4 类.在构建游客旅游目的地选择行为模型时， 对首个目的地和非首个目的地分别建模.模型中引入了旅游动机类型变量，证明旅游动机 对游客目的地选择行为影响显著.另外出行距离在不同阶段对游客目的地选择的影响存 在显著的差异.该模型精度较高，为进一步研究旅游目的地选择行为提供了理论依据.

An Analysis on Choice Behavior of Tourist Destination Based on Tourist Motivation

The choice of travel destinations is the key issue of traveling decision-making of tourists. This paper studies tourist’s destination choice behavior. Tourists travel behavior survey conducted in eight parks which located in Beijing area. In order to analyze travel behavior of tourists, the authors investigated 633 tourists using questionnaire survey in Beijing. Four motivation factors were extracted form 22 items and four categories of tourists were classified according to the four motivation dimensions. This paper proves that tourist motivation significantly affects their behavior of travel destination choice by building a two- step model which includes variables of motivation types. In addition, it is revealed that the impact of distance is significantly varied in the two different stages. The model has high accuracy, and this study provides a theoretical basis for further study on destination choice behavior.