Research On The Motivation Of Tourists In Yangzhou Buddhist Scenic Spots

Buddhist tourism,as a form of tourism,is a combination of buddhist belief and buddhist culture,holy worship and secular tourism.At present,China’s Buddhist tourist attractions have developed rapidly,but there are also a series of problems,such as strong commercial atmosphere,single tourism product,and insufficient cultural connotation.At the same time,tourists’motivation has become increasingly complicated and diversified,the motivation of demand gradually changes from the simple pursuit of material to the mental experience motivation.The reason is that the managers of Buddhist tourist attractions have failed to pay close attention to and deeply understand of the changes in tourist motivation.Through combing literature on Buddhist tourism and tourist motivation both at home and abroad,it has been found that foreign scholars have a more comprehensive study of Buddhist tourism and tourist motivation,and foreign studies on the behavior of religious tourists have started earlier,the study mainly focuses on religious tourism motivation.Domestic scholars are lacking in the study of Buddhist tourism.Although the study of tourists’ motivation is rich in content,there is a lack of research on the motivation of religious tourists and the motivation of Buddhist tourists among them.In view of this,this article takes the tourist of Yangzhou Buddhist tourist attraction as the research object,uses the questionnaire survey method,combines the factor analysis,the analysis of variance and other methods to carry on the statistics and the analysis to the data,discusses the type of tourist motivation of Buddhist tourist attraction,compares the differences in tourists’ motive intensity between Darning Temple and Gaomin Temple and analyzes the differences and impacts of tourists with different demographic characteristics on travel motives.According to this,it summarizes the problems in the tourist attractions,compare the differences and influences of tourists with different demographic characteristics on travel motivations,and puts forward a strategy to arouse the tourists’ motivation in the buddhist tourism scenic spot.Through the field survey of Yangzhou Buddhist scenic spot,this paper concludes that the following conclusions:The motives of tourists in Yangzhou Buddhist tourist attractions include seven types:religious worship,adventure exploration,recreational learning,cultural experience,religious attraction,non-motivation,and family emotion.Among theses,Religious pilgrimage and adventure-seeking motives are the main types of motives for tourists visiting Daming Temple and Gaomin Temple.The religious affiliation motivation of Gaomin Temple tourists is significantly higher than that of Darning Temple,and the exploration motives of Darning Temple tourists are stronger than those of Daming Temple;the cultural experience motivation and religious attraction motive of Darning Temple tourists are stronger than those of Gaomin Temple;the motivation of the excursion learning motives of Gaomin Temple tourists is higher than that of Daming Temple;both the family emotional motivation and the motiveless motivation are the weaker,this shows that the motives of tourists in Yangzhou Buddhist tourist attractions are mainly influenced by internal motivation factors,and the external environment has a low impact on them.In addition,personal attributes have different effects on the remaining six motives other than adventure exploration motive.Based on the above analysis results,it is found that the Buddhist tourist attractions in Yangzhou have a strong commercial atmosphere,a lack of cultural connotations,and a single product structure.Based on this,the paper proposes strategies for motivating tourist attractions in Yangzhou Buddhist tourist attractions from the aspects of operations,product development,and marketing.