A Research On The Motivations Of Participating Outdoor Tourism Activities And The Virtual Communities' Engagement Behavior

With the development of economy and the progress over time,the new changes has been made during the development of tourism:tourism has become a necessity for modern people,and the outdoor tourism which is an important new traveling product has developed rapidly,and the network has become the main channel for tourism information access and the distribution of tourism products.The tourism enterprise customer management has extended to non-trading behavior management,and the customer engagement has become a hot topic of marketing.Then with the improvement of tourism conditions,the accumulation of tourist experience,the rise of independent travel,interesting community and companionship with the coming and going,tourism virtual community has become an important gathering space for tourists,and group relationship began to receive more attention.In this research,we explore the psychological motivation of the tourists who participate in outdoor tourism activities,and try to clarify the members' engagement behavior in the outdoor travel virtual community.Based on the related theories of tourism,such as tourism motivation,social identity and customer engagement,this research selected Inner Mongolia as the main case and conducted an empirical research to investigate outdoor tourists and outdoor virtual community.We use quantitative and qualitative research methods to clarify the main psychological motivation of participating outdoor activities,and test the relationships of "motivation-identity-engagement" behavior model in the outdoor tourism virtual community.The results show that:(1)The motivation of outdoor tourism activities can be divided into:self-strengthening motivation,natural motivation,escape motivation,social motivation and learning motivation.(2)The outdoor tourism virtual community participation motivation can be divided into four dimensions:self-strengthening,social,learning and practical benefits.(3)virtual community participation motivation has the very impact to the engagement behavior,but just directly affect the attitude engagement.(4)group identity is an important intermediate variable between community participation motivation and attitude engagement,and the degree of identity will directly affect the attitude engagement.(5)The motivations of joining outdoor tourism virtual community and group identity are through the atttitude engagement which is the important intermediate variable to get their main impact on the behavior engagement.The purpose of this study is to enrich the researches of new tourism activities and provide some reference and suggestions to the outdoor tourism practitioners and virtual community organizers in tourism products design and the customers management,especially the outdoor tourists management.