An Empirical Study On The Tourist Motivation In National Areas Of Hubei Province

Travel industry, as a newly emerging industry with its long industrial chain, high relative degree, broad range and strong development potential, is becoming one of the most vigorous economic growth points, and playing an increasingly part in the process of building a well-off society. The development of travel industry is the result of global modernization, also displays the modernization level. While tourist motivations reflect the development level and stages, meanwhile works on the direction and level. Tourist exploration in Hubei national areas begins to take shape with its abundant traveling recourses and unique products. Study of the tourist motivations of this area has a great reference value and practical meaning to learn about the development, to accelerate the local tourism upgrade, to stimulate the economic development and a harmonious society.This study aims at the tourists in Hubei national areas, through literature search, surveys and case visit, through combination of qualitative and quantitative analysis, it describes the structural characteristics and tourist motivations, it demonstrates the tourism development and tourist motivation variance in angle of global modernization, probes into the factors influencing the tourist motivations, and provides Countermeasures and advices according to tourists' comments on the construction of the scenery spots.According to the study, the tourist motivations go to diversification, including sightseeing type, health care type, culture type, sociality type and economy type, but the first two types are the main motivations. Scenery spot is the main factor influencing the motivations, personal reason ranks after it, and social environment also plays a part in the motivations. Global modernization has aroused the tourists' motivations, it makes tourism from elite traveling transform to a popular style, and now traveling is gradually melting into the modern life.Tourists are mostly satisfied with the scenery spots in Hubei national areas, but still we should make greater improvements in many aspects, for example, the infrastructures are not keeping pace with the industry, poor staff diathesis, feeble characteristics, and construction repetition and so on. The paper offers the following suggestions in three aspects, i . Create a favorable environment to develop tourism, integrate local recourses; ii. Strengthen the promotion of traveling products to activate the tourists' motivations; iii. Improve the product quality and service to meet tourists' needs.