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| A STUDY ON THE PATTERNS OF TOURISTS' MOTIVATIONS AND THEIR BEHAVIORS——A Case Study of Xidi World Heritage Sites |
| SU Qin1,2, CAO You-hui1, ZHANG Hong-xia2, WU Ping2 |
1. Nanjing Institute of Geography and Limnology, Chinese Academy of Science, Nangjing 210008, China;
2. College of National Territorial Resources and Tourism, Anhui Normal University, Wuhu 241000, China |
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Abstract Posteriori subdivision of market in accordance with profit pursuit and behaviors can classify tourists on a more humanizing basis, and determine the real structure of market subdivision in tourist sites. It will also help to improve the development of new products, focus the marketing aims and enhance the efficiency of marketing and the marketing competitive power there. On the basis of investigation of tourists' motivations, profit pursuit and behavior patterns, and by the means of hierarchically clustering, this paper takes Xidi Village as a case study and classifies the tourists there into four types according to the differences of their dominant motivations, namely professional lecture tourists, cultural tourists for exploration, cultural tourists for development and cultural tourists for recreation. The analyzed result indicates that the basic motivations of the tourists to Xidi Village are to visit the old houses and to get to know the historical cultures and local customs. On the other hand, the social-demographic characters and the tour behaviors of the four types of tourists are very different. Most of the professional lecture tourists are students, organized by units. Cultural tourists for exploration are mainly middle aged, elderly people who have high salaries, good specialties or career backgrounds. They usually travel by themselves. The cultural tourists for development mostly are middle aged and young persons with high income and social statues. They like travel with family or relatives and friends. The cultural tourists for recreation possess the obvious feature of masses. They always travel by joining the travel agency. But the expected value of the four types of tourists to the natural landscapes, cultural landscapes, local life styles and the attitudes of the villagers towards the tourists in Xidi Village are all on a high level. Except for the cultural tourists for exploration, the other three types of tourists all attach importance to the infrastructures and service facilities of Xidi Village seriously.
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Received: 08 May 2004
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2005, Vol. 20 
