温泉游客旅游动机及其与人口统计特征的关系——以甘肃温泉旅游地为例

甘肃省三个典型温泉旅游地游客抽样调查显示:甘肃温泉游客的主要动机有放松亲情、康体保健、关系、社交、自我发展和享受.康体保健、关系、社交、享受四个动机因子在人口统计特征上存在显著差异.在康体保健动机上,不同职业的游客群体存在显著性差异;在关系动机上,不同年龄段、不同学历、不同职业的游客群体存在显著性差异;在社交动机上,不同年龄段的游客群体存在显著性差异;在享受动机上,不同收入的游客群体存在显著性差异.基于以上研究,对温泉旅游地的产品开发、市场营销提供若干对策.建议温泉旅游经营者针对目标市场开发个性化、差异化的服务来提高温泉旅游的竞争力.

Tourist Motivations of Hot Spring Tourists and Their Relationship with Demographic Characteristics: Taking Hot Spring Tourist Destinations in Gansu Province as an Example

The sampling survey made in three typical hot spring tourist destinations, Gansu Province, reveals tourist motivations mainly include enhancing family affection, healthcare, maintaining good relations with others, socialization, self development and entertainment. In terms of demographic characteristics, four motivation factors, healthcare, maintaining good relations with others, socialization and entertainment, show a significant difference. For the motivation of healthcare, tourists of different careers show a significant difference; for the motivation of maintaining good relations with others, tourists of different ages, different educational background and different careers show a significant difference; for the motivation of socialization, tourists of different ages show a significant difference; and for the motivation of entertainment, tourists with different incomes show a significant difference. Based on these findings, this paper proposed several countermeasures to develop hot spring tourist destination products and promote related marketing, and suggested that managers of hot spring tourism should develop individualized and differentiated services in line with target market so as to improve the competitiveness of hot spring tourism.