旅游论坛
旅遊論罈
여유론단
Tourism Forum
2011年
6期
23-28
,共6页
乡村旅游动机%自我概念%重庆市%实证
鄉村旅遊動機%自我概唸%重慶市%實證
향촌여유동궤%자아개념%중경시%실증
rural tourism motivation%self concept,Chongqing%empirical research
从自我概念视角探究乡村旅游动机,以重庆市有过乡村旅游经历的319位城市居民的问卷调查为基础,对自我概念与乡村旅游动机的关系进行实证检验。研究表明,乡村游客中存在4种自我概念群体：休闲康体自我、情感体验自我、社会交际自我和图谋发展自我。不同自我概念群体对乡村旅游主题、产品、服务等有不同的消费需求偏好和关注程度。
從自我概唸視角探究鄉村旅遊動機,以重慶市有過鄉村旅遊經歷的319位城市居民的問捲調查為基礎,對自我概唸與鄉村旅遊動機的關繫進行實證檢驗。研究錶明,鄉村遊客中存在4種自我概唸群體：休閒康體自我、情感體驗自我、社會交際自我和圖謀髮展自我。不同自我概唸群體對鄉村旅遊主題、產品、服務等有不同的消費需求偏好和關註程度。
종자아개념시각탐구향촌여유동궤,이중경시유과향촌여유경력적319위성시거민적문권조사위기출,대자아개념여향촌여유동궤적관계진행실증검험。연구표명,향촌유객중존재4충자아개념군체：휴한강체자아、정감체험자아、사회교제자아화도모발전자아。불동자아개념군체대향촌여유주제、산품、복무등유불동적소비수구편호화관주정도。
As the first attempt to explore rural tourism motivation from the self-concept perspective, this paper, based on the questionaires from 319 Chongqing citizens who had travelled in the rural areas, made an empirical research on the relation between self-concept and rural tourism motivation. The research revealed four self-concept groups among the rural tourists： leasure-health self, emotional experience self, social communication self and seeking development self. Different self-concept groups showed dif- ferent consumers preferences and levels of interest in the themes, products and services of rural tourism.
