An Empirical Study On Tourists’ Motivations In Cultural Creative Industry Park Based On Pull-push Theory

In Knowledge Economy Times, cultural creative industry as a new industry flourishes.In recent years, cultural creative industry in China is also rapidly emerging; a great manycultural creative industry park are constructed by locals. Among all the parks, there is onekind of parks that are being developed through the “Retreat into Three” Policy, the impactof LOFT modern art and the transformation of old industrial buildings. These culturalcreative industry parks with their unique aesthetic value and tourism function have beendeveloped as a newly urban tourist destination, attracting more and more tourists to have avisit them. Researching on the visitors’ motivations to the cultural creative industry park isuseful to understand the tourists’ features and their purpose, in order to improve the targetedimprovements in the planning of cultural creative industry parks, as well as promote thedevelopment of cultural creative industry parks.This thesis, based on the push-pull theory as the theoretical foundation, firstlyconstructs two scales, one is scale of cultural creative industry parks tourists motivationpull factors and the other is scale of cultural creative industry parks tourists motivation pushfactors scales; then carries out questionnaires to tourists in four well-known culturalcreative industry parks in Guangzhou; and uses SPSS to analyze the183samples by themethod of descriptive statistics, reliability analysis, exploratory factor analysis, clusteranalysis and ANOVA analysis. The result shows: cultural creative industry parks touristsmotivation pull factors include five factors (tourist facilities and products characteristics,cultural creative features, architectural features and ambience, accessibility, public facilitiesand the layout planning); and cultural creative industry parks tourists motivation pushfactors include four factors (leisure motivation, learning and prestige motivation, socialmotivation, and sightseeing motivation). According to these motivation features, touristscan be divided into four types (type of mass tourism, type of leisure and social, type ofprofessional and type of environmentally-preferred). On the aspect of age, occupation ofcultural creative industry or not, traveling way, it shows difference between tourists ofdifferent types. Finally, it draws some conclusions and puts forward some relevantsuggestions.