THE STUDY OF MOTIVATION FOR TOURISM IN GUIZHOU PROVINCE, CHINA.

Abstract

This paper aims to explore the tourism behavior and motivation of Chinese tourists traveling to Guizhou by conducting a questionnaire survey among tourists at nine 5A-level scenic spots in Guizhou. A total of 419 valid questionnaires were collected. Using quantitative analysis, the demographic characteristics, and tourist behavior, the tourist motivation of the tourists were analyzed. The results indicate that ‘leisure and relaxation’ was the primary tourism destination, followed by ‘experience new places and cultures’ and ‘spend time with family and friends’. The duration of travel was concentrated on 2-3 days. ‘Participate in ethnic activities’ was the most popular tourism activity, followed by ‘soaking in a hot spring’ and ‘experience the high-altitude glass bridge or take the cableway’. Tourists have a strong willingness to revisit Guizhou. Among the four major types of tourist motivations, cultural motivation and physical motivation were considered very motivating. Among the 16 categorized tourist motivations, ‘visit natural scenery’, ‘Enjoy the pleasant climate’, and ‘taste the diverse local cuisine’ were the most motivating. Tourists are most interested in Guizhou's natural scenery, climate, cuisine, and ethnic culture. The research results of this paper provide a reference for the development of Guizhou's tourism industry and put forward policy recommendations and differentiated marketing suggestions to promote the sustainable development of Guizhou's tourism industry.

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