CAJ | 학술논문

旅游业灾后恢复重建是灾区经济社会恢复重建的重要“突破口”，尤其在旅游业作为主导产业或支柱产业的地区；而理解灾区游客旅游动机有利于旅游业灾后恢复重建管理战略的制定。该研究以遭受“5·12”汶川地震影响的九寨沟为例，运用结构方程模型，引入“灾害事件引发的旅游动机”，对灾区国内游客的多种旅游动机交互作用关系进行分析，证实了灾区旅游业恢复重建管理中：①恢复重建的关键内容是“核心旅游吸引物与安全”；②恢复重建的重点区域是灾区内已有高知名度的旅游地或在灾害事件中成为全球关注焦点的地区；③对目的地优质旅游接待服务意象的修复或构建能够恢复和提升灾区的旅游市场竞争力；④灾后旅游业市场营销需要重新区分客源市场并进行定位；⑤国民对灾区的爱国情怀可能会为目的地带来更多的国内旅游流，但需要营造“到灾区旅游是对灾区恢复重建最大援助”的社会氛围。
여유업재후회복중건시재구경제사회회복중건적중요“돌파구”，우기재여유업작위주도산업혹지주산업적지구；이리해재구유객여유동궤유리우여유업재후회복중건관리전략적제정。해연구이조수“5·12”문천지진영향적구채구위례，운용결구방정모형，인입“재해사건인발적여유동궤”，대재구국내유객적다충여유동궤교호작용관계진행분석，증실료재구여유업회복중건관리중：①회복중건적관건내용시“핵심여유흡인물여안전”；②회복중건적중점구역시재구내이유고지명도적여유지혹재재해사건중성위전구관주초점적지구；③대목적지우질여유접대복무의상적수복혹구건능구회복화제승재구적여유시장경쟁력；④재후여유업시장영소수요중신구분객원시장병진행정위；⑤국민대재구적애국정부가능회위목적지대래경다적국내여유류，단수요영조“도재구여유시대재구회복중건최대원조”적사회분위。
Tourism recovery and rebuilding after a disaster can become the ＂ engine＂ of economic and social recovery and rebuilding, as tourism is the leading industry of the disaster areas＇ s national economy. Understanding the travel motivations of tourists in the affected areas are conducive to the development of tourism recovery and reconstruction strategies. Based on theoretical review, this study introduces motivational type of ＂ tourist motivations caused by disasters＂ and establishes a theoretical model proposed for the relationships among this motivation and tourist pushpull motivations. Based on a case study in Jiuzhaigou which has been affected by the ＂5＂ 12 Wenchuan Earthquake, this paper tests the conceptual model, with a questionnaire survey to 563 domestic tourists on May 5 10, 2009, one year after the earthquake. In the first step, two dimensions of tourist push factors （ enjoy the scenery and leisure, and social identity） and three dimensions of pull factors （ travel services, core tourist attractions and security, and being well - known）were identified and confirmed using exploratory and confirmatory factor analyses. Thus, this conceptual model was interpreted as to clarify the relationships among two dimensions of tourist motivations, three dimensions of pull factors, and tourist motivations caused by the disaster. In the second step, structural equation modeling was employed to test the relationships among multiple motivations. The research results clearly show that 1 ）＂Tourist motivations caused by disasters＂ are positively associated with （a）＂social identity＂ dimension of push motivation and （b） all of dimensions of pull motivations. But there is no significant relationship with ＂enjoy the scenery and leisure＂ dimension of pull motivations. 2） No relationships between ＂travel services＂ dimension of pull motivations with （a）＂enjoy the scenery and leisure＂ or （b）＂social identity＂ dimension of push motivations are found. 3）＂Core tourist attractions and security＂ dimension of pull motivations is positively associated with ＂enjoy the scenery and leisure＂ dimension but without significant relationship with ＂social identity＂ dimensions of push motivations. 4） The ＂well-known＂ dimension of pull motivations is positively associated with ＂social identity＂ but without significant relationship with ＂ enjoy the scenery and leisure＂ dimensions of push motivations. The case study provides empirical findings during the post-disaster crisis management as follows. During the recovering period after disaster, 1） the ＂core tourist attractions and security＂ is the key component of destination recovery and reconstruction. 2） The well-known tourism sites and/or the focus areas of global concern for the disasters are the key regions for tourism recovery and reconstruction. 3 ） It could restore and enhance the competitiveness in the tourism market to repair or rebuild destination image of high-quality tourist service. 4） Tourism marketing promotions after disasters should emphasize on re-establishing and re-positioning the target markets. 5） National patriotism may bring stronger domestic tourist flows to the tourism sites of disaster areas. But it must create a social atmosphere to promote the idea that ＂traveling to disaster areas is the largest restoration and reconstruction assistance in post-disaster tourism recovery＂.