内容简介
ThisbookisareadingmaterialofamastercourseTourismDestinationMarketing,anditfocusesonatheoreticallybasedsolutiontoapracticalproblem:determiningthetravelmotivationsofChineseoutboundleisuremarket.Thisresearchfocusesonatheoreticallybasedsolutiontoapracticalproblem:determiningthetravelmotivationsofChineseoutboundleisuretravellers.TheimpetusfortlusresearchwasmytimespentintheUSAin2005asamasterstudentandresearchassistantonaprojectstudyingthemotivationsofChinesetravellerstotheUnitedStates.ThegrowthofthisoutboundtravelmarketisveryrapidandmanycountriesincludingtheUSarepreparingbyconductingresearchonChinesetravellers.Throughinvolvementinthisresearchproject,IbecamefascinatedwithtravelmotivationandwithunderstandingwhyChinesetraveloverseas.Whenreviewingtheoriesoftravelmotivation,itisfoundthatthereisnowidelyacceptedtheoryinthecurrentliteraturewhichcouldadequatelyexplainleisuretravelmotivation.Inaddition,therearemethodologicalproblemsfoundinanumberofpapersthatstudyleisuretravelmotivation.Asaresult,althoughthisresearchbeganbyseekingasolutiontoapracticalperspective,italsohasfocusedontheoreticalproblemsandcontributestotheorythroughexploringtravelmotivationofleisuretravellers.