CAJ | 학술논문

通过因子分析确定影响入粤旅游者目的地选择的推力和拉力因素的具体构成，提取4个动机维度、5个目的地属性维度和3个资源维度，其中，“放松”、“社会环境”和“历史人文资源”分别是入粤旅游者最主要的动机、目的地属性偏好和资源偏好。通过普通最小二乘法（OLS）线性回归分析，验证了推力因素和拉力因素之间的相互关联，总结了放松型、家庭型、享乐型、文化型4类入粤旅游者细分市场的特征。最后，探讨了研究结果对旅游目的地开发和市场营销的启示。
통과인자분석학정영향입월여유자목적지선택적추력화랍력인소적구체구성，제취4개동궤유도、5개목적지속성유도화3개자원유도，기중，“방송”、“사회배경”화“역사인문자원”분별시입월여유자최주요적동궤、목적지속성편호화자원편호。통과보통최소이승법（OLS）선성회귀분석，험증료추력인소화랍력인소지간적상호관련，총결료방송형、가정형、향악형、문화형4류입월여유자세분시장적특정。최후，탐토료연구결과대여유목적지개발화시장영소적계시。
By utilizing factor analysis, the concrete structures of push and pull factors which influence Guang- dong external tourists＇ destination choice were uncovered, four motivation dimensions, five destination attribute di- mensions and three resource dimensions were extracted, in which ＂relaxation＂, ＂social environment＂ and ＂history ＆ culture resource＂ were respectively the main motivation, destination attribute preference and resource prefer- ence. Through OLS regression analysis, the correlations among push and pull factors were examined, the character- istics of four different Guangdong external tourist segments were identified ： relaxation tourists, family tourists, en- joyment tourists, culture tourists. Finally, the implications about tourist destination development and marketing were discussed according to the above analysis results.