A Study On The Tourism Motivation Of Rural Residents In Shanxi Province And Its Influencing Factors

In recent years, tourism industry in China is driving in the high-speed economic development avenue as a galloping carriage.With the high-speed development of tourism industry and the living standards of people in China, especially the increasing diversity of living of rural residents and improvement of life quality, tourism has become a general and democratic activity by degrees, and is no longer the exclusive high-end activity of city people. The potential of rural residents in the tourism market has been gradually noticed and the number of rural residents that have tourism experience has gradually increased, so rural residents have become the emerging of domestic tourism in China and have been noticed by many scholars.As everyone knows, rural residents accounted for a large proportion in China’s total population, and are easily overlooked in China’s tourism market, but actually they play an integral part in tourism market today. Therefore, to understand in-depth rural residents’ tourism motivation and to investigate the limiting factors of them have far-reaching significance to understand and guide tourism demand of rural residents and to open tourism market of rural residents and design product for tourism enterprises related.Based on the summary of literature about tourism motivation and tourism of rural residents and tourism motivation theory, this paper design questionnaire on tourism motivation and influencing factors effects of rural residents with the help of existing tourism motivation scale; taking representative villages in Shanxi Province as a case, this paper collect first-hand data using questionnaire survey method and analyze data using Excel and SPSS software, this paper also clear the basic characteristics and main tourism motivation and types and influencing factors of rural residents in Shanxi Province using some methods such as descriptive statistics method,factor analysis, independent sample t test, analysis of variance and cluster analysis; to put forward the proposal about stimulating the motivation of rural residents according to the conclusion and hopes to provide the reasonable basis and reference for the related tourism enterprises to develop the rural resident’s tourism market and to dig the potential of them. Among the crucial discoveries of this study are as listed below:(1)Tourism demand of rural residents in Shanxi is high and more than half of the respondents say tourism is necessary in life; rural residents’ cognition degree of tourism in Shanxi is not very high and about one-third of respondents say they heard of tourism, but they don’t understand it; rural residents have strong will for tourism and those who want to travel account for82.7%; rural residents have positive attitude for tourism.(2)We extract7common factors through factor analysis containing factor of relax or escape motivation, novel or stimulation of motivation, spirit promotion motivation, conformity or being attracted motivation, knowledge acquisition motivation, health motivation and emotion motivation. The most important tourism motivations of rural residents in Shanxi are relax or escape motivation and knowledge acquisition motivation, and novel or stimulation of motivation is not obvious according tocombination of means analysis and factor analysis.(3)There are many factors that influence rural residents in Shanxi to travel, and economic base and leisure time are the main factors, in addition,the subjective conditions such as rural residents’ own physiology and psychology conditions and the objective conditions such as external traffic and the sources of information control are not be ignored.Different demographic characteristics of rural residents such as gender, age, educational level, marital status, personality characteristics and family income in each month of respondents have different degrees of influence on these factors.(4)Rural residents in Shanxi are divided into four types through cluster analysis, and the four types are the type of Knowledge and emotion, comprehensive spiritual needs, sports and entertainment, conformity. Various types of tourists have differences in gender, age, educational level, marital status and family income.The innovations of this article:previous researches into rural residents’ tourism market are by qualitative research, but this paper bases the empirical research and takes the traditional rural residents in Shanxi province as the research object and combines qualitative analysis with quantitative analysis and makes the object of study in more detail.So this paper have certain innovation in research object and research method.