皖江城市居民旅游动机及其与人口统计特征的关系

对旅游主体——旅游者行为的研究是旅游业可持续发展的基础，旅游动机是旅游行为的起点，影响目的地的选择、旅游形象、旅游满意度等。本文对皖江城市居民的旅游动机进行了调查研究，问卷采用开放式和封闭式相结合，数据分析采用定量和定性相结合。结果显示：欣赏自然风光、放松、开阔眼界、增长知识、促进家人和朋友的关系是皖江城市居民最主要的旅游动机；方差分析发现，六个动机因子中，有五个动机因子，即新奇、内部社交、地位、外部社交和知识存在人口统计特征上的差异。

Tourist Motivations of Urban Residents of WanJiang City and the Demographic Relationship

Research on tourism subject (tourist) behaviors is the foundation of sustainable tourism development. Tourist motivation, the starting point of tourism behaviors, influences destination choice, tourism image and tourists' satisfaction, etc. This paper studied the tourist motivations of urban residents in Wangjiang city with a questionnaire including open-ended and structured questions. Both quantitative and qualitative methods are applied to analyze data collected. The result indicates that visiting natural resources, relaxing, acquiring knowledge and strengthening family kinship and friendship are the prime motivations. ANOVA analysis finds that five of the six motivation factors exist significant demographic differences. These five factors are namely: novelty, internal sociality, prestige, external sociality, and knowledge.