A Study On Hangzhou West Lake’s Individual Traveler’s Tourism Motivation And Experiences Quality

Compared with mass tourism stage, individual requisition is becoming more andmore popular today. Tourists have more opportunity to chose the traveling place.Tourist’s experiences quality y relates the success or not of the traveling, highquality traveling experience causes to the travelling enterprise obtain the economicefficiency for a long time becase tourist will more interested in the travelling placeif they have higher satisfy. Different segmentation market compose one travelingplace, different tourists have different motive, the they will have different demands,so tourists obtain difference traveling experience quality, in order to satisfy tourist’sdifferent needs and enhancement competitive power of the traveling place,weshould strengthen research on the difference of quality experience about differenttype tourists. As Chinese tourism industry has been in a reformation period, theindividual tourism is experiencing a rapid development，so it’s necessary to studythe individual tourists motivation and experience quality.This article study in the West Lake, to find the experice quality of differenttype tourists, has enriched the research theory about traveling experience quality.This paper use the research methodology defining the concepts of traveler,individual traveler,tourism motivation, experience quality, Meanwhile itsummarizes the theories from the domestic and foreign scholars’ studies in these，fields in order to form a theoretical structure, and on this basis, with basic interviewstudy to form this paper’s proposed and assumption. Then get the data used for inthis paper from the questioner survey. After carry on the factor analysis on the questioner data, find the types of tourism motivations. In addition, this paper use thevariance analysis to distinguish the motivation of different tourists’ group. Usequestionnaire data to carries on the classification of tourists and make the name todifference types tourist, which based on the basic characteristic and motivecharacteristic about difference types tourist.According to the study, we find that there are five types of tourism motivationsincluding self motivation、relax motivation、study and explore motivation、socialintercourse、fun leisure motivation. Then analysis the different experiences qualityof various types tourist from appraisal project and appraisal factor and what’s thereason cause the different. Propose the development countermeasure about ticket,meal, lodgings, traveling project and facility, commodity, service. At lastsummarized the main result which this article has studyed, and proposed existquestion about this research and which parst need to consummate.This study to the individual tourists as the research object, mainly introduce thetourist motives to experience the quality, analysis the different motives of tourist’sexperience quality, rich the experience quality research scope. At the same time, inquadrant evaluation system to measure experience quality, broaden the way toquantify the experience quality, is a positive exploration. Improve tourist destinationattaches great importance to the different needs of different types of tourists andimprove the quality of tourist experience, and improve tourism destinationcompetitiveness and attractiveness.