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旅游者动机分类研究对于市场营销和目的地旅游推广具有重要意义。文章以在校女大学生为对象,以东南亚自助游为案例,基于“推-拉”理论对19个动机因素进行了研究。数据分析结果表明,女大学生自助游动机可分为放松逃逸、游览观光、增长见识、情感体验、学术调研、便利信赖和设施服务七类,并且发现推力因子作用明显大于拉力因子。同时,女大学生是否去过东南亚旅游也对五个自助游动机因素如“欣赏美丽的自然风光,亲近了解自然”打分产生了影响,产生显著差异的因子中,拉力因子多于推力因子。本文针对以上问题对东南亚的旅游产品开发和营销策略提出一些建议。
Research on tourist motivation classification is of great significance to marketing and destination tourism promotion. The article takes college girl students as an example and travels in Southeast Asia as examples, and based on “push-pull” theory, 19 motivational factors are studied. The results of data analysis show that there are seven types of female college students’ self-paced motivation: relaxation, sightseeing, growth, emotional experience, academic research, convenience trust and facility service. At the same time, whether female college students have been to Southeast Asia also exerts influence on five self-motivation factors such as “appreciation of beautiful natural scenery, close to understanding of nature ”, and there are more factors that cause significant differences than the thrust factor. In view of the above problems, this article puts forward some suggestions to the tourism product development and marketing strategy in Southeast Asia.