| With the quality improved and demand diversified of rural residents’ life,travel is no longer enjoyed by urban residents high-end activities,but gradually evolved into a popular and civilians. The number and frequency of rural residents travel have gradually increased,and its potential in the tourism market has gradually emerged,the rural residents have become a new force in domestic tourism,and has received the attention of many scholars. Therefore in-depth understanding of rural residents’ tourism motivation and travel constraint factors can help to carry out marketing and product design.This study mainly adopts questionnaire survey,factor analysis,variance analysis,correlation analysis method to investigate,analyze and study the urban and rural residents’ travel motivation and barriers factors. On the basis of reviewing the research results of tourism motivation and obstacles,the author made a questionnaire on the tourism motivation and constraints of urban and rural residents in Henan province.Through the SPSS were used to analyze the investigation results. First,the dimension of tourism motivation and constraints are extracted by factor analysis method. Then The variance analysis method was used to analyze whether there were significant differences between urban residents and rural residents on the various dimensions of travel constraints. Finally,the correlation analysis was carried out on 3dimensions of motivation and 5 dimensions of obstacles.The innovation of this paper is that the author does not directly adopt the previous scholars leisure hindrance model,but from the point of view and the characteristic of the tourism industry to build the framework of constraint,and extracted the product / channel barriers. Different from the previous scholars,The author enrich the theory of Tourism from both subject and object angles of tourism.The results of this study are as follows:(1)Tourism barriers include: cognitive barriers,product / channel barriers,interpersonal barriers,economic barriers,time constraints;(2)Rural residents’ awareness constraint of tourism is far greater than urban residents;(3)Urban residents have been hindered by greater tourism products /channels,but the difference is not obvious;(4)Urban residents’ Tourism interpersonal obstacles are far greater than rural residents;(5)There are some differences in the economic barriers between urban residents and rural residents,but the difference is not obvious;(6)Urban residents are relatively restricted by time factors,but the difference is not obvious;(7)There are different degrees of differences in the 5 kinds of tourism barriers among residents with different population attributes;(8)There is a negative linear relationship between cognitive constraints and novelty / physical motivation;There was a negative linear relationship between interpersonal barriers and novelty /physical motivation,and a positive linear correlation between get rid of / relaxation motivation; Economic constraints are positively associated with novelty / physical motivation; Time constraints negatively correlated with novelty / physical motivation 。 These conclusions have a profound effect on the development of marketing and product design and the development of rural tourism market.At the end of this paper,some suggestions about the tourism development,product design and tourism promotion are put forward,aiming at the different obstacles of urban residents and rural residents. |
