认清灾害事件对游客动机的影响是灾后旅游市场恢复第一步。根据"5.12"汶川地震发生前(2008年4月27～5月5日)与发生后(2009年5月5～10日)两个时段游客问卷调查数据,采用多因素方差分析等方法定量研究地震对灾区旅游地国内游客旅游动机的影响。研究发现,地震对游客大部分动机影响显著,震后拉力动机重要性下降,推力动机除遗产名气大动机外其余都增强,震后休闲动机比求知动机重要,与震前截然相反。震后旅游地非核心旅游吸引物的吸引力变化幅度呈现距离递增趋势,但核心旅游吸引物吸引力变化不存在空间差异。地震前后游客到访世界自然遗产地最重要的动机都是"亲近了解自然",与旅游吸引力不突显吸引物所激发的动机一样,不受地震灾害的影响。
Crisis or disaster has increasingly influenced tourism development and tourism demands obviously.Effective tourism marketing has been widely proved to be one of the focusing measurements for tourism market recovery in many destinations which suffered no dramatic tourism attractions or facilities damages by disasters.Then study on influence of certain disaster or crisis on tourists’ motivation is very crucial for after-disaster tourism destination management and tourism market recovery after some disasters.Taking China’s Jiuzhaigou National Park as a case,the authors conducted some quantitatively comparative analyses of tourists’s motivation based on the questionnaire survey data collected in the park before(from April 27th to May 5th,2008) and after(from,May 5th to 10th,2009) the Wenchuan Earthquake on May 12th,2008.And some quantitative analytical methods such as MANOVA analysis has been used to analyze the changes of tourist motivation in the destination.Some research results can be drawn as below: 1) Tourists to Jiuzhaigou were mostly motivated by their desire of "being close to nuture" both before and after the quake.It is important to note that nature attraction of the world natural heritage was the main and common pull motivation for both short-haul and long-haul markets before and after the earthquake.On the other hand,the Wenchuan Earthquake did great influence most of the tourists’ motivations to visit this park—the importance of pulling motivation declined while that of all pushing motivation but "for social status" increased;2) Before the earthquake,tourists’ knowledge obtaining motivation(experience new things and learn about other culture) was more important than that of recreation motivation(enjoy life and enjoy tranquility),while it has reversely changed after the shock.The importance of the social and psychological motivations(for social status motivation "to see famous sights") decreased after the disaster.3) The attraction of non-core attractions in the destination has experienced distance-decay changes,while the attraction of some core attractions in the park showed no changes with distance before and after the shock.Actually,Jiuzhaigou’s tourist market segmentation within central-western China experienced adverse changes.According to the results of MANOVA,there were reverse trends between the midwest(increse) and midwest(decrease) in the change of market share before and after the earthquake.But all of these markets showed no great differences of tourist motivation.It may imply that tourist motivation can play a tiny role in the explaination of the market changes within some adajacent developing regions before and after the quake.Based on previous research conclusion,the authors put forward some differential marketing suggestions for its market recovery.
[1] Faulkner B,Vikulov S.Katherine,washed out one day,back on track the next:a post-mortem of a tourism disaster[J].Tourism Management,2001,22(4):331-344.
[2] Faulkner B.Towards a framework for tourism disaster manage-ment[J] Tourism Management,2001,22(2):135-147.
[3] Ritchie B W.Chaos,crises and disasters:a strategic approach to crisis management in the tourism industry[J].Tourism Manage-ment,2004,25(6):669-683.
[4] Sai C,Chen C.An earthquake disaster management mechanism based on risk assessment information for the tourism industry— a case study from the island of Taiwan[J].Tourism Management, 2010,1(4):470-481.
[5] Mazzocchi M,Montini A.Earthquake effects on tourism in cen-tral Italy[J].Annals of Tourism Research,2001,28(4):1031-1046.
[6] Huang J,Min J C H.Earthquake devastation and recovery in tourism:the Taiwan case[J].Tourism Management,2002,23(2): 145-154.
[7] Yang W,Chen G,Wang D.Impact of the Wenchuan Earthquake on tourism in Sichuan,China[J].Journal of Mountain Science, 2008,5(3):194-208.
[8] Dong X,Zhang J,Zhi R.Measuring recreational value of world heritage sites based on contingent valuation method:a case study of Jiuzhaigou[J].Chinese Geographical Science,2011,21 (1):119-128.
[9] Fodness D.Measuring tourist motivation[J].Annals of Tourism Research,1994,21(3):555-581.
[10] Dann G M S.Tourist motivation an appraisal[J].Annals of Tour-ism Research,1981,8(2):187-219.
[11] Lee P L P U.Developing the travel career approach to tourist motivation[J].Journal of Travel Research,2005,43(3):226-237.
[12] Fesenmaier W S R D.Risk perceptions and pleasure travel:an exploratory analysis[J].Journal of Travel Research,1992,30 (17):17-26.
[13] Yun D,Maclaurin T.Development and validation of an attitudinal travel safety scale[R/OL].http://www.linkbc.ca/torc/downs1/ YunMacLaurinDevelopmentandValidati.pdf.2006
[14] Rittichainuwat N.Responding to disaster:Thai and Scandinavian tourists'motivation to Visit Phuket,Thailand[J].Journal of Trav-el Research,2008,46(4):422-432.
[15] 国家旅游局.旅游局:停止组团前往和途经四川地震灾区旅游[EB/OL].http://www.gov.cn/gzdt/2008-05/13/content_969019. htm,2008-05-12
[16] 裴烈学,钟美兰.九寨沟、黄龙景区恢复旅游[OL].http://info.ti-bet.cn/news/szxw/200808/t20080813_419845.htm,2008-08-13.
[17] Dann G M S.Anomie,ego-enhancement and tourism[J].Annals of Tourism Research,1977,4(4):184-194.
[18] Crompton J L.Motivations for pleasure vacation[J].Annals of Tourism Research,1979,6(4):408-424.
[19] Kim S S,Lee C,Klenosky D B.The influence of push and pull factors at Korean national parks[J].Tourism Management,2003, 24(2):169-180.
[20] 陆林.山岳旅游地旅游者动机行为研究——黄山旅游者实证分析[J].人文地理,1997,12(1):10～14.
[21] Correia A,Oom Do Valle P,Moo C.Modeling motivations and perceptions of Portuguese tourists[J].Journal of Business Re-search,2007,60(1):76-80.
[22] Ryan C,Glendon I.Application of leisure motivation scale to tourism[J].Annals of Tourism Research,1998,25(1):169-184.
[23] Heung V C S,Qu H,Chu R.The relationship between vacation factors and socio-demographic and travelling characteristics: the case of Japanese leisure travellers[J].Tourism Management, 2001,22(3):259-269.
[24] 张宏梅,陆林.入境旅游者旅游动机及其跨文化比较—以桂林、阳朔入境旅游者为例[J].地理学报,2009,64(8):989～998.
[25] Oh H C U M.Product bundles and market segments based on travel motivations A canonical correlation approach[J].nterna-tional Journal Hospitality Management,1995,14(2):123-137.
[26] Hanqin Z Q,Lam T.An analysis of Mainland Chinese visitors' motivations to visit Hong Kong[J].Tourism Management,1999, 20(5):587-594.
[27] 刘昌雪.基于推力-引力因素的旅游动机定量评价研究—以黄山为例兼论与韩国国家公园的比较[J].资源开发与市场, 2007,23(1):13～17.
[28] 张宏梅,陆林,朱道才.基于旅游动机的入境旅游者市场细分策略——以桂林阳朔入境旅游者为例[J].人文地理,2010,114 (4):126～131.
[29] 贾银忠,覃江荣.汶川地震后阿坝州旅游业重建调研报告[J].西南民族大学学报(人文社科版),2008,204(8):121～125.
[30] 裴烈学,钟美兰.九寨沟:地震后我们依然爱你[OL].http://blog. sina.com.cn/s/blog_534304580100a5oq.html,2008-08-06.
[31] 四川旅游政务网.旅游情况统计表[EB/OL].http://www.scta.gov. cn/web/main.jsp?go=newsList&pid=7&cid=101,2010-12-01.
[32] 保继刚,郑海燕,戴光全.桂林国内客源市场的空间结构演变[J].地理学报,2002,57(1):96～106.
[33] 杨效忠,张捷,叶舒娟.基于社会网络的跨界旅游区边界效应测度及转化[J].地理科学,2010,30(6):826～832.
[34] 汪德根,陈田.中国旅游经济区域差异的空间分析[J].地理科学,2011,31(5):528～536.
[35] 宣国富,陆林,汪德根,等.三亚市旅游客流空间特性研究[J]. 地理研究,2004,23(1):115～124.
[36] 张捷,都金康,周寅康,等.自然观光旅游地客源市场的空间结构研究——以九寨沟及比较风景区为例[J].地理学报, 1999,54(4):71～78.
[37] Tosun C.Host perceptions of impacts:comparative tourism study[J].Annals of Tourism Research,2002,29(1):231-253.
[38] Gnoth J.Tourism motivation and expectation formation[J].An-nals of Tourism Research,1997,24(2):283-304.
[39] Thomas A,Birkland M E P H.The impact of the December 2004 Indian Ocean Tsunami on tourism in Thailand[J].Earth-quake Spectra,2006,2(S3):889-900.
[40] 张捷.区域民俗文化旅游资源的定量评价研究——九寨沟藏族民俗文化与江苏吴文化民俗旅游资源比较研究之二[J]. 人文地理,1998,13(1):63～66.
[41] 唐文跃,张捷,罗浩,等.九寨沟自然观光地旅游者地方感特征分析[J].地理学报,2007,62(6):599～608.
[42] 刘少英,章小平,曾宗永.九寨沟自然保护区的生物多样性[M]. 成都:四川科学技术出版社,2007.
