主题公园旅游者旅游动机及差异研究——以上海迪士尼和芜湖方特为例

近年来，我国主题公园在国内外资本的运作下迅速发展，但理论研究较滞后于实践，相关研究亟待进行。以上海迪士尼和芜湖方特作为案例地，依托问卷调查数据，采用探索性因子分析和验证性结构方程模型，对上海迪士尼和芜湖方特游客旅游动机及差异进行深入分析。研究发现：上海迪士尼和芜湖方特游客旅游动机包括求知、休闲放松、探新求异、亲情、社会交往和景区吸引力，其中求知动机对游客旅游动机影响最大；上海迪士尼游客旅游总动机与“探新求异”、“亲情”和“社会交往”动机的相关性显著高于芜湖方特；“丰富自己的经历”、“增加知识教育作用”、“购买迪士尼的纪念品/礼品”在一定程度上影响上海迪士尼游客旅游动机，对芜湖方特游客影响较小。

RESEARCH ON TOURISM MOTIVATION AND THE DIFFERENCES OF THEME PARK TOURISTS: A CASE STUDY OF SHANGHAI DISNEYLAND AND FANTAWILD IN WUHU

In recent years, theme parks in China are developing rapidly under the operation of domestic and foreign capital. With the continuous entry of theme parks of international brand, and the continuous expansion of domestic theme parks, the increasingly fierce competition arises in China theme park market. how to find customers group which belongs to them, conduct targeted and differentiated product design and marketing have become major realistic issues for the development of theme parks. However, theoretical research lags behind practice, relevant research needs to be carried out urgently. From the comparison perspective of international brands and local brands, taking Shanghai Disneyland and Fantwild in Wuhu as the objects of study, based on the survey data of questionnaires. Using the exploratory factor analysis and the confirmatory structural equation model, the study analyzes the tourism motivation of theme park, based on this, an indepth analysis of tourist motivation of tourists of two different brand theme parks, Shanghai Disney and Fantwild in Wuhu, was conducted. The results are shown as follows:The tourism motivations of Shanghai Disneyland and Fantawild in Wuhu tourists include six dimensions:seeking knowledge, relaxing, exploring novelty, family affection, social interaction and scenic attraction. The research of the tourism motivation and differences of the tourists in the theme park is of great significance.