Backpackers in New Zealand and Australia have received much attention about their motivation, social cognitive and impact, market segment and other factors. However, little attention has been paid to emerging destinations like China so far. There are few qualitative studies on the backpackers. Empirical studies on Chinese backpackers motivation and related factors are thus needed. From the perspective of involvement, the uniqueness of tourists behavior can be better understood and the difference among tourists with varying involvement can be studied, which may help us grasp the core of travel experience. In this investigation, the relationship between motivation and involvement is explored using a sample of backpackers in China. This paper focuses on two aspects: (1) the measurements and components of backpackers travel motivation; (2) the influence of these components on tourist involvement. The empirical study was carried out among backpackers in China; and 246 valid questionnaires, which were designed through desk research and focus group, were obtained through field work and online survey. SPSS 19.0 and AMOS were applied for data analysis. The results are as follows. (1) Travel motivation is composed of 7 components presented in a 16item measurement scale, namely selfdevelopment, learning and experience, social relationship, visiting famous sites, escape and relax. (2) The loading factor of selfdevelopment motivation is 0.131 to attraction involvement, -0.201 to centrality involvement, 0.287 to selfexpression involvement; that of learning and experience is 0.788 to attraction, 0.944 to centrality and 0.361 to selfexpression; that of social relationship motivation is -0.102 to attraction, 0.275 to centrality. (3) As for differences of demographics, female backpackers are significantly more motivated by selfdevelopment and learning and experience than their male counterparts; backpackers of 36 years old or above are significantly less motivated by selfdevelopment than other age groups; backpackers with master or doctoral degrees are significantly not motivated by learning and experience; backpackers who travel alone or with tour pals are more motivated by learning and experience; backpackers whose travel endures more than 30 days display higher centrality involvement.
周玲强 林青青. 基于维度层次的背包游客动机与涉入的关系研究[J]. 浙江大学学报(人文社会科学版), 2013, 43(3): 155-163.
Zhou Lingqiang Lin Qingqing. A Study on the Dimensional Relationship between Backpackers Motivation and Involvement. , 2013, 43(3): 155-163.