A Study On The Motivation Of Tourists In Mountain Scenic Spots Based On The Rooted Theory

In the context of the era of experience economy,the needs of tourists and their choice of scenic spots have gradually shifted to the direction of experience,participation,spirituality,and emotion.Adapting to the needs of tourists has become a new requirement for the development and transformation of scenic spots.As one of the new forms of tourism,mountain tourism has become a hot spot of tourism consumption with its rich natural and cultural resources and unique environmental structure.China’s mountainous area is vast,and has the advantages of resources and space to develop mountain tourism.However,most of the development of mountain scenic spots are faced with problems such as insufficient development and utilization of resources,backward infrastructure,serious dependence on ticket economy,weak differentiated marketing ability and weak competitive advantage.In order to adapt to the needs of tourists,the development of mountain scenic spots needs to be transformed and upgraded,and the clear motivation of tourists is of great value to guide the development of mountain tourism.Therefore,in order to realize the high-quality development of mountain scenic spots,we should trace back to the source and carefully consider why mountain tourism is rising? Why do people travel in mountains? What are the comparative advantages of mountain scenic spots? And so on.The discussion of this study is based on the above issues and abstracts the core research theme of "motivation of mountain tourists",And around this theme,three research questions were answered: "What is the motivation of mountain tourists,and what are the potential specific dimensions of the motivation of mountain tourists?" "How to measure and evaluate the motivation of mountain tourists,what are the common characteristics of the motivation of mountain tourists in different cases,and how to express them?" "How to improve and optimize the development of mountain tourism according to the characteristics of the motivation of mountain tourists?" Through the discussion of the above issues,this study not only has the theoretical value of enriching the research contents of mountain tourism and mountain tourists’ motivation and exploring the measurement tools of mountain tourists’ motivation,but also has the practical significance of providing decision-making basis for the selection of differentiated paths and characteristic development of mountain scenic spots.This study is based on the National Natural Science Foundation project"Research on the change and mechanism of the regional system of human-land relationship in mountain tourism destinations"(No.: 41961021),and the Yunnan Normal University graduate research and innovation fund project "Research on the motivation measurement of mountain tourists based on the grounded theory"(No.:YJSJJ22-B110)".In response to the above question 1,this study first clarifies mountain tourism,mountain scenic spots,mountain tourists The concept connotation of mountain tourists’ motivation and other related theories,such as situation theory,behavioral geography theory,tourist behavior theory,tourism push and pull theory,are systematically expounded;Secondly,the original data of Mafengwo mountain network travel notes are obtained through Octopus data crawling software,and the hierarchical coding of the mountain network travel notes is analyzed through grounded theory,and 28 initial categories and 10 main categories are abstracted,and the core categories of mountain tourists’ motivation gradually emerge,and the specific dimensions of mountain tourists’ motivation are identified,and its essence is expounded;In response to the above question 2,the research is based on the results of grounded theoretical analysis,with reference to relevant research at home and abroad,and follows the scientific scale procedure to develop the motivation measurement scale for mountain tourists,and selects two typical mountain scenic spots,Yulong Snow Mountain Scenic Spot and Cangshan Mountain Scenic Spot,for empirical research.Through exploratory factor analysis,reliability analysis,confirmatory factor analysis,Mann-Whitney U test The scale is tested and revised,and the motivation performance level of mountain tourists in the two places is compared and analyzed;In response to the above question 3,the research puts forward the optimization strategy of high-quality development of mountain scenic spots based on the specific dimensions of mountain tourists’ motivation identified by the grounded theory analysis and the comparative analysis of the measurement results of mountain tourists’ motivation.The exploration of the three research questions put forward has mainly formed the following conclusions:1)The core categories of "thrust factor" and "pull factor" of mountain tourists’ motivation are abstracted and the specific dimensions of the thrust factor and pull factor of mountain tourists’ motivation are identified.Through the layer-by-layer coding of mountain online travel notes based on the grounded theory,this study abstracts 105 initial concepts,28 initial categories and 2 core categories("thrust factor" and "pull factor")from 273 online travel notes.Among them,the motivation thrust factors of mountain tourists include six dimensions: escape and relaxation,adventure and adventure,emotional involvement,personal development,self-realization,impulse and conformity,Motivational pull factors of mountain tourists include four dimensions: high-quality tourism resources,facilities,management and service,reputation and marketing,environment and atmosphere.2)The mountain tourist motivation measurement scale includes two parts: the mountain tourist motivation thrust factor(29 measurement items)and the mountain tourist motivation pull factor(23 measurement items).Each measurement item can effectively reflect the nature of the measured dimension and has good reliability and validity.Through the comparative analysis of the measurement results,it is found that the motivation of mountain tourists shows significant differences in different mountain scenic spots,among which the overall performance level of Yulong Snow Mountain scenic spot in the measurement of motivation of mountain tourists is better than that of Cangshan scenic spot,and there are statistically significant differences between the two places in multiple measurement dimensions and specific measurement items of motivation of mountain tourists,which can provide a basis for the differential development of mountain scenic spots.3)Mountain scenic spots can be built into an ideal place integrating differentiation,emotion,experience,entertainment,safety,convenience,etc.from the aspects of artistic conception rendering,emotional connection,positioning reconstruction,product development,marketing publicity,and facilities improvement.This study focuses on the theme of "motivation of mountain tourists",which is an exploration of the question of "why people travel in mountains".After answering three specific questions,it believes that the innovation of this study lies in the establishment of an indicator system for measuring the motivation of mountain tourists,the exploration of a tool for measuring the motivation of mountain tourists,and the deep disclosure of the differences in the motivation of mountain tourists,This will be of great significance for deepening the research of mountain tourism and guiding the development of mountain tourism.