Investigation In Deep-deated Motivation Of Cultural Heritage Tour

China is a huge country with abundant heritage resources, and the cultural heritage tour plays an important role in the tourism. So the tourism motivation tour is the drive engine for actions of the tourists. Tourism motivation investigation is the gist not only for programming of cultural heritage destination, but also for scheming and orientation by the governor; in the mean time, tourism motivation investigation is a good plan to improve the management, extend the group of tourists by digging requirement of customs, and the most important thing is to gain the tour market.In other words, it is one of the most useful guidelines for the policy makers to constitute management policies and plans.Up to date, most domestic researchers focus on subsection market investigation when they study motivation of cultural heritage tour. Some researchers conduct the investigation by means of qualitative methods including interviewing and coding, while the rest employ quantitative methods such as gene analysis and clustering analysis, as well as a combination of both methods.Motivation is hidden in the mentality and even the people themselves can not touch it. However, means-end chain (MEC) theory and laddering interview method is a very effective way to learn motivation. Means-end chain was developed by Jonathan Gutman in 1982 to find out the consumers'feeling on specific commercial products or service. MEC has been widely used for product orientation, consumer action, sales management, and stratagem vending in Europe and USA. Recently, this method has been applied to unconventional products, such as tourism industry and experience industry. Many researchers employed MEC to study tourism motivation such as investigating push-pull diathesis analysis of tourism motivation of college students in spring holiday, studying the motivation of luxury hotel selection, and exploring the motivation ofsky resort decision. By means of a thorough investigation, the present study created a connection between the attribute of cultural heritage tour action and the value of tourist's intention, and found out the deep-seated tourism motivation of cultural heritage tourists. By combining the attribute, result, and target, we could comprehend the trigger action, the connection and the authorization of the motivation dynamic process of cultural heritage tourism motivation.In the present study, tourists who had been to cultural heritage travel sites more than three times were laddering interviewed based on literature of means-end chain and tourism motivation. The inveriew documents were analyzed by two coding staffs from aspects of attribute, result and value.211 chain modes were compiled from the interview documents of 45 interviewees.The documents were further analyzed by implication matrix analysis, the main chains were plotted into hierarchical value map.In the activities of the cultural heritage tours, there are six major attributes, appreciating archaic national carving;archaic national article,archaic national building and street;participating in experience of action; history knowledge and culture knowledge; and minority amorous feelings. Most interviewees considered that they could understand the history, culture information, national traditions, and the true feeling. Also they could communicate with others, look forward to new experience and relax themselves by cultural heritage tour. Finally, all these results discovered cultural heritage tour value lay of deep-seated tourism motivation. It's meant we can disinter inherent mentally motivation which including-increasing knowledge experience, improving administrative levels, doing better job and developing career, enjoying life, boosting up relationship, delighting frame of mind, reminiscing scene, satisfying curiosity and fulfilling ourselves.The innovation of this study is by using means-end chain model to cognize configuration mode. It presents a connected relation among attribute, result and value which are regarded by cultural heritage tourists during the cultural heritage tour. Also it can discover different connections of deep-seated tourism motivation through analyzing hierarchical value map. Dredging up step by step through laddering interview, we can find out subconscious tourism motivation which deeply hidden in tourists'mentality even they can't recognize by themselves. In the research it brings forward and prescribes the abstract motivation of value performance—the conception of deep-seated tourism motivation. Immanent drive is a permanent faith incarnated on life value. This value relates to personal life target, it is the final status of human being's behavior and ultimately goal of consumers who live along or in the society. While discussing the tourism motivation from this point, it is steady and perdurable; it will not be influenced by outside influences. This is the drive engine for people in their deep heart.