基于维度层次的背包游客动机与涉入的关系研究

与蓬勃发展的各种背包旅游活动相比，国内对这一群体的行为动机的关注相对匮乏。此外，对旅游动机和游客涉入之间的关系，现有研究大多基于构念，未深入研究维度层次的影响。研究发现，背包旅游动机可划分为自我发展、交流体验、社会交往、观光游览和放松逃避五个维度，游客涉入包括吸收力、生活中心性和自我表现三个维度。研究结果表明交流体验动机对游客的各涉入维度都有显著的正向影响，而自我发展动机和社会交往动机对游客涉入的影响较为复杂，维度间的关系并不一致。此外，不同人口统计特征的背包游客在旅游动机和游客涉入方面具有显著差异。

A Study on the Dimensional Relationship between Backpackers' Motivation and Involvement

Backpackers in New Zealand and Australia have received much attention about their motivation, social cognitive and impact, market segment and other factors. However, little attention has been paid to emerging destinations like China so far. There are few qualitative studies on the backpackers. Empirical studies on Chinese backpackers motivation and related factors are thus needed. From the perspective of involvement, the uniqueness of tourists behavior can be better understood and the difference among tourists with varying involvement can be studied, which may help us grasp the core of travel experience. In this investigation, the relationship between motivation and involvement is explored using a sample of backpackers in China. This paper focuses on two aspects: (1) the measurements and components of backpackers travel motivation; (2) the influence of these components on tourist involvement. The empirical study was carried out among backpackers in China; and 246 valid questionnaires, which were designed through desk research and focus group, were obtained through field work and online survey. SPSS 19.0 and AMOS were applied for data analysis. The results are as follows. (1) Travel motivation is composed of 7 components presented in a 16 item measurement scale, namely self development, learning and experience, social relationship, visiting famous sites, escape and relax. (2) The loading factor of self development motivation is 0.131 to attraction involvement, -0.201 to centrality involvement, 0.287 to self expression involvement; that of learning and experience is 0.788 to attraction, 0.944 to centrality and 0.361 to self expression; that of social relationship motivation is -0.102 to attraction, 0.275 to centrality. (3) As for differences of demographics, female backpackers are significantly more motivated by self development and learning and experience than their male counterparts; backpackers of 36 years old or above are significantly less motivated by self development than other age groups; backpackers with master or doctoral degrees are significantly not motivated by learning and experience; backpackers who travel alone or with tour pals are more motivated by learning and experience; backpackers whose travel endures more than 30 days display higher centrality involvement.