A Survey On The Motivations Of Tourism In Inner Mongolia Museum From A Push-pull Theory Perspective

There’s a dramatic change in the needs for travelling with the economic development and well-being of people’s life in China.Given that China is working hard on building a community for the Chinese nation,people are more keen on exploring Chinese history and culture.Driven by different factors,museum has become the first choice for most people due to its significance in terms of being informative,enriching and recreational.It is no exception for Inner Mongolia Museum.With its variety of stocks ranging from history,culture,art,ethnical heritage as well as scientific displays,it helps to enrich people’s spiritual prosperity as well as drawing attentions of people both home and abroad.Consequently,motivations for people visiting Inner Mongolia Museum was chosen to be the center of this study from the perspective of push-pull theory.An Inner Mongolia Museum tourists motive indication system was built based on 26 survey indicators including 14 indicators of the push factor and12 indicators of the pull factor,based on push-pull theory.To implement an integrated research,questionnaires were distributed through field interviews and online distribution,and a total of 212 questionnaires were collected.Based on the samples collected,this paper tried to outline the main features of tourists as well as the motives behind the visiting.A factor analysis has also been applied to identify the main push factors and main pull factors.A correlation analysis and regression analysis was also implemented to indicate the correlations of the factors chosen and how they were identified.Also,respective strategies for further improvement was proposed as follows.Conclusions can be summarized as follows.Firstly,the push factors include the informative factors,social identity factors and leisure and entertainment factors.The informative factors can be identified as learning historical knowledge and understanding ethnic culture and customs;under the social identity factors we have souvenir purchasing,academic researching,and stream following;the leisure and entertainment factors include relaxing and stress relieving,working out for fun,killing time,and satisfying curiosity.There are also two pull factors.The first being the core cultural factor,which mainly includes three indicators,respectively referred to as historical and cultural knowledge,ethnic folk culture and multimedia display;the second being the external construction factors.Two indicators are includes in this category respectively referred to as convenient transportation and new media publications such as We Chat or Tik Tok publicity.Through correlation analysis and regression analysis,six main factors can be sorted as recreational 0.362> social recognition0.360> nuclear culture0.231> tourism 0.19> patriotism0.175> informative0.171.As a result,people’s motives can be ranked as recreational reasons is the primary one,social recognition follows.While patriotism and informative factors plays a minor role.In terms of pull factors,nuclear culture is the prominent one compared to the tourism as a minor one respectively.Finally,some measures are suggested for further development of Inner Mongolia Museum tourism promotion.Efforts should be done to emphasize the regional features for visitors,usability of souvenirs,richness of tourism project,publicity through new media,improvement in the standard of guidance and infrastructure.