深入了解和掌握游客的旅游动机及其特点,对于旅游目的地旅游业的发展具有重要意义。以我国著名的旅游城市西安为例,依据大样本问卷抽样调查一手数据,采用均值分析、探索性因子分析和验证性结构方程模型,对旅游目的地接待的国内游客和外国游客的旅游动机变量类型、变量大小与离散程度及变量关系进行了深入分析,并首次揭示了两类游客群体旅游动机的差异性,从而为认清两类游客群体的旅游心理诉求,提供相应的旅游产品;激发两类游客群体的旅游动机,拓展旅游市场;乃至于旅游目的地旅游业的整体发展提供基础的理论参考。

This paper aims to explore the tourism motivations and the differences between domestic tourists and international tourists. The authors provide a case study of Xi'an, a famous Chinese tourism destination. The data are obtained by the method of questionnaire survey. The authors use average value analysis, exploratory factor analysis and confirmatory structural equation modeling methods. The result shows that (1) the fifteen tourism motivations is a reasonable set of variables; (2)latent variables of tourism motivations are mainly consist of four variables which are "Relaxation & Entertainment", "Social interaction & Prestige", "Knowledge acquisition", and "Stimulation & Self-actualization"; (3) the tourism motivation conceptual model of which the first order, basic variables are constituted by the fifteen variables and the second order, latent variables are formed by the four major variables is applicable to both domestic tourists and international tourists; (4) there are many differences and similarities in the tourism motivation variables average values and their discreteness, variable relationship and relation compactness both at the first-order variable level and the second-order variable level between domestic tourists and international tourists; (5) there are many differences in tourism motivation variable correlation and the strength between domestic tourists and international tourists. The authors constructs a tourism motivation concept model, revealing tourism motivations' mainly categories, strength, relationship, relation compactness and the differences between domestic tourists and international tourists of Xi'an.