宗教旅游者的需求动机与偏好——以关公信仰者为例

关公信仰在中国文化中有着重要影响,文章应用经济学理论,对关公信仰者需求两要素进行解析,指出关公信仰需求中购买能力是次要因素,购买愿望是主要因素,探讨了关公信仰消费者偏好形成的主要原因,归纳出关公信仰者普遍认同的基本心理预期；研究了关公信仰者的需求动机以及关公精神内涵与马斯洛五个需求层次之间的对应关系；最后将消费者均衡理论和影子价格概念应用于研究关公信仰消费者均衡,分析关公信仰消费者均衡实现过程中影响均衡的各种状况.用经济学需求理论解释关公信仰者的行为动机,有助于把握关公文化旅游市场的消费者行为内在规律,充分挖掘关公文化旅游的市场价值.

On the Demand Motivation and Preference of Religious Tourists: Taking Guan Gong Believers for Example

Guan Gong Belief has an important effect on Chinese culture.In this paper,economics theory is applied to the research of Guan Gong believers and analyzed the two key elements in the demand of Guan Gong believers.The purchase ability is less important element than the purchase desire in the two demand factors in Guan Gong Belief demand.After discussing the main reasons for the formation of the customer preferences of Guan Gong belief,the basic mental anticipation accepted by general Guan Gong believers is concluded.The demand motivation of Guan Gong believers is studied and the corresponding relations between the connotation of Guan Gong spirit and Maslow’s hierarchy of needs were revealed.Finally the shadow price is introduced into the application of consumer equilibrium theory in the study of consumer equilibrium of Guan Gong belief and the different situations consumer equilibrium of Guan Gong belief is analyzed.To interpret the behavior motivation of Guan Gong believers with the demand theory of economics is conducive both to grasping the internal laws of consumer behaviors in the tourist market of Guan Gong culture and to excavating the market value of Guan Gong cultural tourism.