Noun explanation of tourism motivation!

Different purposes of tourism When mankind is about to enter the 2 1 century and the curtain of the new century is about to open, we find that the world is in such an era-the golden age of world tourism is coming soon. With the sustained growth of the global economy, especially in underdeveloped third world countries, people's leisure time is gradually increasing, their income is constantly improving, and transportation and communication technologies are constantly improving. Developing countries are becoming more and more open, travel procedures are more convenient, travel expenses are decreasing, and travel motives will be diversified, upscale and civilized. So, what is the state of people's travel motivation? How to meet the needs of people with different travel motives and guide them correctly to promote the rapid development of tourism, a "sunrise industry"? This is another brand-new topic before us.

First, tourism motivation and its level

"tourism" is translated from the English word "tourism". The original meaning is as a hobby of sightseeing, which is extended to the knowledge about sightseeing. The main body engaged in tourism activities is "tourists", that is, tourists As an important activity of human beings, the minimum demand of tourism is to travel from one place to another (except commuting). In fact, tourism contains many motives. As far as motivation is concerned, many scholars and institutions in the world have studied tourism phenomena from different angles with great interest. Scholars Mathieson and Wall believe that tourism is a temporary activity to reach the destination outside the usual place of residence and work. This kind of activity is generally carried out while staying, and various facilities are built to meet the needs of tourists. This definition regards tourism as a sub-activity, that is, the sum of sightseeing, comfort and entertainment activities. The motivation of tourism is mainly the change of destination space and the use of tourist facilities in order to seek recreation, rest and pleasure. Another scholar, Ryan, believes that tourism is a need to stay away from home and needs various services. At the same time, with various forms of combined expenditure, it creates income for related industries and increases employment ... People form psychological benefits through tourism, which comes from traveling to a new place and a new environment to get rid of the restrictions of work and the usual lifestyle at home. Here, Ryan first interprets tourism from the perspective of economy and enterprises, describing tourism as a currency flow, including consumer spending, income, expenses and corporate profits. By studying it, we can understand the influence of tourism on relevant countries and regions. Then, Ryan emphasized the psychological impact of tourism on people. In fact, the function of tourism has long gone beyond the influence on a country, enterprise economy and individual psychology, and also includes the influence on a wide range of social, cultural and environmental categories. In other words, tourism motivation includes not only the original motivation of consumers' psychological need for preferential treatment, but also the motivation of the government and tourism industry to create income and increase employment, as well as the deeper motivation. UNESCO made clear and predicted the priority direction of tourism development in the future at the international expert round table on "Key Issues of 2 1 Century", and emphasized that to regard culture as the core and soul of tourism, we should pay long-term attention to the relationship between culture and tourism. No matter for the government, enterprises or tourists, cultural motivation is a multi-subject, pluralistic and higher-level motivation. As far as tourists are concerned, the author thinks that tourism motivation is the internal reason and substantive motivation to maintain and promote tourists' activities. If sorted from low to high, it can be divided into five levels. The first level is to relax motivation. That is to say, tourists leave their settlement to stay in another place for a short time, enjoy the scenery in other places, experience exotic customs, reveal the characteristics of different places, relax, rest and recover. The second level is motivation. That is, through the transfer of space, tourists can learn about all aspects of knowledge at home and abroad, gain new experiences, personally contact with residents around the world, enjoy wonderful natural scenery, experience different cultures, investigate different living systems, seek new feelings, new stimuli and form new ideas. The third level is relationship motivation. That is, tourists can make friends, establish friendship, give love, gain love or escape social relations, alleviate interpersonal troubles or establish business partnerships by traveling abroad. The fourth level is the driving force for development. That is to say, tourists can cultivate various interests, acquire new knowledge, master new skills, increase new experiences, get rewards from different places, improve their personal prestige and charm, become tourism connoisseurs, gain respect from others and develop their potential. The fifth level is to realize motivation. That is, with the help of tourism, tourists make full use of various tourism resources, give full play to the dynamic role of objects in the subject, enrich, change and create people's spiritual quality, dominate their own lives, achieve higher achievements and realize their dreams and spiritual values. Many biologists, geographers, writers and painters have gained rich creative sources from tourism inspection.

Second, the quantitative statistical analysis of tourism motivation

In order to make our tourism industry departments and management departments understand tourists' travel motives, expand the space of tourism activities, break the closed state of tourism restricted by national boundaries and form a unified world tourism system, we use the sampling survey data of our national life research group to summarize, sort out and analyze as follows:

(A) the importance of tourism motivation is ladder-shaped, and its level is generally low.

The results of the holiday sampling survey of respondents (see table 1 column 2) show that the importance of tourism motivation is stepped. Specifically, if the tourism motives are sorted according to their importance, they are given 1-7 points respectively, 1 is the lowest point and 7 is the highest point. It can be seen that the importance scores of mental relaxation, discovering new places and things, escaping from the hustle and bustle of city life, physical relaxation, quiet atmosphere and increasing knowledge all exceed 5 points, among which the importance of mental relaxation ranks first, which reflects that relaxation is still people's main travel motivation. Because modern society is full of competition and work pressure, labor is still the main means for people to obtain means of subsistence. People need to use tourism to relax, get rid of troubles, recuperate and inject new vitality into their follow-up work and study. Accordingly, the importance scores of exerting self-imagination, challenging self-ability, exerting physical quality and skills in sports and developing close friendship are all between 2 and 3, which shows that higher-level motivation does not occupy its due position in people's minds, and people's tourism motivation level is generally low.

(2) Different groups of tourists' travel motivations show different trends.

Obviously, the 1 4 travel motives listed in the table1have certain relevance. In order to improve the efficiency of analysis, the factors are summarized by factor analysis to form four factors. The intercept value of the larger factor is listed in the third column of the table 1. The first factor, called social factor, has a great load in the five items of being with others, spending happy time with friends, making friends with others, developing close friendship and obtaining emotional closeness, with the load values of 0.87, 0.82, 0.76 and 0.7 1 respectively. And 0.60. The second factor is called relaxation factor, which has a great load in four aspects: mental relaxation, quiet atmosphere, physical relaxation and avoiding the noise of city life, and its load values are 0.84, 0.79, 0.75 and 0.76 respectively. The third factor is named knowledge factor, which has a great load in increasing knowledge, discovering new places and things and exerting self-imagination, and its load values are 0.82, 0.74 and 0.69 respectively. The fourth factor, named skill factor, has a heavy load of exerting physical quality and skills and challenging self-ability in sports, and its load values are 0.86 and 0.77 respectively. After calculation, the correlation coefficient between these four factors is very low, and its absolute value is between 0.09-0.2 1. Therefore, these four factors can be used as the comprehensive variables of the above-mentioned 14 tourism motivation to cluster tourists and divide them into 1 1 categories. The travel motivation characteristics of these 1 1 tourists are summarized in Table 2 (see Table 2).

As can be seen from Table 2, the proportion of different types of tourists decreases in turn. Among them, people who relax for various purposes account for 75% of the whole group and are in an absolute advantage. This shows from another angle that most tourists' travel motives are still in the primitive state, and the climate for seeking high-level travel motives has not yet formed. At the same time, different types of tourists show different characteristics in the four motivation factors. For example, unimaginative relaxers score high in knowledge and relaxation, but low in social interaction and skills. Their travel motivation mainly lies in acquiring knowledge, which is obviously different from the kind of relaxers recognized by most people. Energetic relaxers score high on skill factors and low on knowledge and social factors, and tend to use stylistic skills to achieve the purpose of exercise and relaxation. Knowledge-based technical workers are particularly demanding in terms of knowledge and skills, and those who are psychologically relaxed are particularly demanding in terms of mental relaxation. Relatively speaking, other requirements are not strong or even very low.

(3) Different tourist groups have different preferences for the choice of tourist destinations.

As shown in Table 3, different tourist groups with different characteristics of tourist motivation have different preferences for the choice of tourist destinations. The evaluation values of noisy fans in Nightlife and Bar are 4.3 and 3.6 respectively, which are the highest in all categories, higher than the average of 2.6 and 2.3 respectively, which reflects their interest categories, but they are not interested in local historical sites, culture and natural landscapes. Their evaluation values are 2.8, 3.2 and 4.3 respectively, which are lower than the average values of 4.7, 5.0 and 6.3. On the contrary, friends, observation relaxers and smart and active tourists regard the historical sites, culture and natural landscape of a place as their keen travel motives, and the evaluation values are 6. 1, 6.3 and 6.9 respectively. 5.9、5.7、6.4; 5. 1, 5.4 and 6.5 were significantly higher than the average values of 4.7, 5.0 and 6.3, respectively. Except for children's facilities and comfort, the evaluation values of mentally relaxed people are 3.3 and 6.3 higher than the average of 2.7 and 6. 1 respectively, and the evaluation values of other items are lower than the average, reflecting the demand concentration of this group of people. In addition, the average value of each group's evaluation of tourism destination attributes from high to low is: natural landscape (6.3), comfort (6. 1), accommodation (6.0), transportation (5.9), local news (5.8), climate (5.6), culture (5.0) and historic sites (4). Generally speaking, the central purpose of tourists' travel is to appreciate the natural scenery of the tourist destination, take the basic needs of life as the premise, and then collide and communicate with the local culture to promote the cultural integration and progress of different nationalities, regions and countries.

Third, the development countermeasures of tourism motivation

From the quantitative analysis of the above sample data, we can see more clearly that tourism motivation, as a unique demand of human beings, does have different preferences and different levels. At present, in the world, the vast majority of tourists' travel motives are still at the primary level of relaxation, the level or relationship of society, knowledge and skills, the level of development and realization are still in an immature state, and the spiritual value, cultural value and economic value of tourism have not been fully developed and utilized. I think, from a macro perspective, we need to adopt the following policies.

(A) to maintain the status of tourism as a sunrise industry

This is the material premise to satisfy the tourism motivation. According to the prediction of relevant experts, 2 1 century will become the "Asia-Pacific century" of world tourism. This is because tourism has a strong ability to earn foreign exchange, low exchange cost and low consumption, and has a competitive advantage in the world. It can use its powerful economic multiplier effect to directly or indirectly promote the development of related industries, increase employment opportunities at a lower employment cost, promote reform and opening up, expand international exchanges, and promote coordinated economic and social development among regions. China has unique, rich and pleasant tourism resources, and the tourism market has broad prospects. Tourism will surely become a new growth point of China's national economy and an eternal sunrise industry. According to statistics, during the Ninth Five-Year Plan period, 22 provinces in China regarded tourism as an important industry, of which 10 province regarded tourism as a pillar industry, 7 provinces regarded tourism as an important industry and a leading industry, and 5 provinces regarded tourism as a leading industry or a leading industry of the tertiary industry. It can be seen that the strategy of giving priority to tourism development embodies the unity of foresight and reality.

(B) improve China's tourism management system

This is the political premise to satisfy the tourism motivation. We should continue to open wider to the outside world, maintain the stability of political and economic policies, and make full use of economic, legal and administrative means to make the products, facilities, services, transportation and communications provided by China's tourism industry develop in the direction of marketization, internationalization, security, modernization and networking. It is necessary to strengthen the protection and management of tourism environmental resources, open up new forms of tourism, increase investment in tourism human capital, introduce advanced management and monitoring technologies, and standardize tourism management. Train qualified tourism talents through tourism specialty and on-the-job training. Just like the qualification certificates of certified public accountants and lawyers, it is necessary to establish a corresponding examination system for tourism qualification consultants or service certificates to effectively improve tourism services. Maintain close contact and extensive exchanges with foreign travel agencies, provide changes in international and domestic tourism trends and tourists' needs, adjust and select market targets in time, and update products and services. Make full use of news advertisements to publicize tourism information and enhance the timeliness and clarity of tourism credit.

(c) Widespread dissemination of tourism art and technology

This is the cultural premise to satisfy the tourism motivation. It is necessary to widely spread tourism art and technology through various media and educational means, so that tourists can not only have the motivation to travel, but also have the ability to enjoy tourism, improve the quality and taste of tourism viewing, and enhance the aesthetic taste and cultivation of tourism. Combine tourism with personal potential, integrate into nature and society, improve communication skills and broaden knowledge horizons. As an English proverb says, "The world is like a book. If you don't travel, you only read one page of the book. " Indeed, through tourism, we can learn perceptual knowledge that is difficult or impossible to find in books, and we can also learn knowledge that is recorded in books but needs in-depth study and observation, such as cultural relics, humanities and arts, customs, geography and climate. In order to improve cultural literacy, expand knowledge, understand and understand society, experience life, and make tourists' knowledge, ability and literacy reach a higher level through a higher level.