CAJ | 학술논문

理解和预测游客的需求特征,一直都是旅游目的地规划、管理和营销的核心问题。整合旅行生涯模式（TCP）理论对旅游动机和旅游经历的动态观点,以及游客心理特征和目的地兴衰的关系曲线,有助于从动态发展的角度解决现有问题。针对杭州西湖、西溪湿地和国际青年旅舍640位游客样本的实证研究显示,中国游客的旅游需求包含14个潜在动机因子,且在不同年龄和旅游经历群体之间存在显著差异,可以由此划分出高低两个旅游经历水平群体,从而验证了TCP理论在中国情境下的跨文化适用性。在此基础上结合游客心理特征模型可得出四种不同的动机模式,从而提出完善后的TCP理论决策模型,使旅游目的地能够通过游客的年龄和旅游经历快速判断其需求特征。
리해화예측유객적수구특정,일직도시여유목적지규화、관리화영소적핵심문제。정합여행생애모식（TCP）이론대여유동궤화여유경력적동태관점,이급유객심리특정화목적지흥쇠적관계곡선,유조우종동태발전적각도해결현유문제。침대항주서호、서계습지화국제청년려사640위유객양본적실증연구현시,중국유객적여유수구포함14개잠재동궤인자,차재불동년령화여유경력군체지간존재현저차이,가이유차화분출고저량개여유경력수평군체,종이험증료TCP이론재중국정경하적과문화괄용성。재차기출상결합유객심리특정모형가득출사충불동적동궤모식,종이제출완선후적TCP이론결책모형,사여유목적지능구통과유객적년령화여유경력쾌속판단기수구특정。
It has long been the core issue for planning,management,and marketing of tourism destination,to understand and forecast tourists＇travel motivations and demands.This issue has not been fully solved due to the multidimensional and dynamic nature of travel motivation.According to travel career pattern（TCP）theory,tourists＇travel motivation and demand characteristics will change,depending on their life cycle and the accumulation of travel experience.Furthermore,the curve of tourists＇psychographic variables will lead to the rise and fall of tourist destinations.For that reason,it can be hard to tell the tourists＇complicated needs statically with most of existing travel motivation theory.The aim of this study is to extend the research findings of existing motivation related studies and contribute to the solution of that issue by applying the dynamic point of view of travel career pattern（TCP）theory on the relationship of travel motivations,tourists＇age and past experience,and to enhancethe sustainability of tourism destination development by integrating tourism products and services with tourists＇needs using the curve of tourists＇psychographic variables and destination rise and fall.It took about three months for data collecting.In total,640 valid samples were collected from West Lake,Xixi Wetland,and three international youth hostels in Hangzhou.The data was analyzed by exploratory factor analysis,cluster analysis,discrimination analysis,independent sample t-test,cross-tabulation,and multivariate analysis of variance（MANOVA）.The results show that the structure of fourteen underlined motivation factors is basically the same between Chinese tourists and the western counterparts,including nature,novelty,self-actualization,self-development or host-site involvement,relationship strengthening,self-development or personal development,escape/relaxation,stimulation,relationship/sense of security,isolation,autonomy,recognition,nostalgia,and romance.High and low experienced levels were classified based on the subjects＇age and travel experience.Significant differences were found between these two levels on novelty,escape/relaxation,and recognition.Thus,based on the initial findings of Chinese tourists＇travel career pattern,the cross-cultural adaptability of TCP theory was empirically supported,detailed motivational differences were also found between Eastern and Western travelers.After this,further analysis of the influence of tourists＇age and travel experience on travel motivation respectively revealed four more specific travel career patterns.A revised TCP decision model was then proposed in combination with tourists＇psychographic model,which could enable tourism destination managers to understand their target tourists＇demands efficiently based on their age and travel experience.And travel products and services that are suitable for the sustainability of tourism destination development can be secured accordingly.