旅游動機外文文獻翻譯 （節選）

1、<p>　　中文3000漢字,2400單詞，14500英文字符</p><p>　　文獻出處: Assiouras I, Skourtis G, Koniordos M, et al. Segmenting East Asian tourists to Greece by travel motivation.[J]. Asia Pacific Journal of Tourism Research, 2

2、014, 20(12):1-22.</p><p>　　http://www.wenku1.com/news/3896D07C239F9434.html</p><p><b>　　原文</b></p><p>　　Segmenting East Asian Tourists to Greece by Travel Motivation<

3、/p><p>　　Ioannis Assiourasa, George Skourtisb, Michalis Koniordosc & Antonios A.Giannopoulosd</p><p><b>　　Abstract</b></p><p>　　This study compares the push and pull mo

4、tivations of East Asian (Japanese, Chinese and Korean) tourists who visit Greece and also the proposes national marketsegmentation based on travel motivations that transcend boundaries of those countries. Four main push

5、factors were identified: “Knowledge”, “Ego-enhancement”, “Escape & Relaxation” and “Novelty”. Similarly, four pull factors were also identified: “Leisure, shopping and safety”, “Variety and cost”, “Culture & heri

6、tage” and “Travel arrangemen</p><p>　　Keywords: travel motivations, international segmentation, East Asian travelers, long-Haul destinations-Mediterranean tourist destinations</p><p>　　A number

7、of researchers emphasize the importance of such factors as ego-enhancement, rest and relaxation, knowledge, etc., which motivate tourists to travel and visit different countries (Baloglu & Uysal, ; Jang & Cai, ).

8、 The rapidly increasing size of the international tourism market (i.e. figures for outbound travel and tourism) calls for further investigation of travel motivation factors. According to the UN World Tourism Organization

9、 (UNWTO), international tourist arrivals have been grown fr</p><p>　　The present paper investigates long-haul travel motivation factors, as expressed by East Asian touristsin Europe. The research focused on

10、a sample of tourists from China, Japan and Korea who visitedGreece. More specifically, the latest trends illustrate that the rapid increase of the tourism market in Asiaand the Pacific region – prospects for 2014 are the

11、 strongest (5–6%) – is one of the areas contributing to the growth of international tourism (UNWTO, ). Europe is the most visited region in th</p><p>　　As one of the major Mediterranean destinations, Greece

12、makes up 7.2% of international tourist arrivals in Europe (UNWTO, ) with an increase, in absolute numbers, from 15.007 million in 2010 to 17.923 million in `. Greek tourism policy-makers and tourism stakeholders highligh

13、t the importance of thetourism industry, denoting that it currently contributes 16.4% to Greece's GDP and accounts for 689,000 jobs, which is 18.3% of total employment. The inbound tourism market in Greece is dominat

14、ed by Eur</p><p>　　Following previous research on travel motivation factors (Andreu, Kozac, Avci, & Cifter, ; Cha, McCleary, & Uysal, ; Chen, Bao, & Huang, ), the study elaborates on the travel m

15、otivations of Japanese, Chinese and Korean tourists to Greece,proceeding with a segmentation by motivations oftourists to enable a better understanding of the three groups of tourists from the East Asia region in the Eur

16、opean context. Although there is a study exploring the travel motivations of Japanese tourists in Turkey</p><p>　　Literature Review</p><p>　　Travel Motivation: The Push and Pull Conceptualizatio

17、n</p><p>　　A number of researchers (Dann, ; Pearce, ; Shui, Cole, & Chansellor, ; Uysal & Hagan,) argued that motivation referred to psychological/biological needs and wants, including integral force

18、s that arouse, direct and integrate a person's behavior and activity. Pizam, Neumann, and Reichel (, p. 195) defined motivation to travel as a “?…?set of needs and attitudes which predisposes a person to act in a spe

19、cific touristic goal-directed way”. Given this definition, effective tourism marketing rests on </p><p>　　According to Dann's pioneering work , the push factors for a vacation are socio-psychologicalmoti

20、ves explaining the desire for travel, while the pull factors are motives emerging from the destination, thus explaining the destination choice. Following this line of reasoning, people travel because they are pushed into

21、 making this decision by internal forces and pulled by external forces of the destination attributes (Uysal & Jurowski, ). Dann posited that motivational factors can be classified as</p><p>　　The concep

22、tualization on push and pull travel motivation has received considerable research attention since the seminal works of Crompton and Dann with application to inbound tourismmotivation studies (Hui, Wan, & Chi, ; Zha

23、ng & Lam, ). The push and pull model has been applied to a number of studies in an effort to provide fruitful evidence on differences among tourists by nationality (Cha et al., ; Lee & Lee, ; Zhang & Lam, ) o

24、n destination choice (Jang & Cai,), even on the selection of speci</p><p>　　Japanese Tourists' Segmentation by Travel Motivation</p><p>　　Cha et al. studied travel motivations of Japane

25、se overseas travelers using a factor-cluster approach and identified six motivational factors: relaxation, knowledge, adventure, travel bragging, family and sports. Based on these factors, the authors identified three ma

26、rket segments using cluster analysis: sport seekers, novelty seekers, and family and relaxation seekers. Heung, Qu, and Chu examined Japanese tourists' travel motivations for specific destinations and identified fiv

27、e factors in the</p><p>　　Chinese Tourists' Segmentation by Travel Motivation</p><p>　　Literature on the segmentation of Chinese tourism market by travel motivation (Chen et al., ; Kau &

28、 Lim, ; Li, Meng, Uysal, &Mihalik, ; Li, Wen, & Leung, ; Ryan & Mo, ) has given particular attention to the long-haul destinations, especially in the USA, Canada and Australia. For example, Johanson revealed

29、 four factors of travel motivation: (a) relaxation and peaceful surroundings, (b) perceived quality, excitement and variety available to visitors, (c) great family environment and superior valu</p><p>　　In a

30、ddition to long-haul travel, other destinations (e.g. Hong Kong) have been used in the literature (Zhang & Lam, ) to apply the push and pull framework; the authors concluded that knowledge, prestige and enhancement o

31、f human relationships are the most important push motivations, while hi-tech image, expenditure and accessibility are the most important pull motivations for Chinese travelers. The motivation to visit Hong Kong has been

32、further assessed by Huang and Hsu who noted that Chinese to</p><p>　　Segmentation by motivation generated an overall picture of the profile of Chinese tourists (Li, Meng, et al., ; Li, Wen, et al., ) as ent

33、ertainment/adventure seekers, life-seeing experience/culture explorers and relaxation/knowledge seekers. Likewise, Kau and Lim argued that Chinesetravelers may be divided into four clusters: family/relaxation seekers, n

34、ovelty seekers, adventure/pleasure seekers and prestige/knowledge seekers based on the motivational factors of prestige/knowledge, escape/relax</p><p>　　Korean Tourist's Segmentation by Travel Motivation

35、</p><p>　　Park and Mok investigated the travel motivations in the Korean tourism market and pointed out six motives, namely social/personal fulfillment, prestige, relaxation/exercise, cultural interest, fam

36、ily/kinship and new experience. Kim et al. identified four push factors (family togetherness and study, appreciating natural resources and health, escaping from everyday routine, and adventure and building friendship) a

37、nd three pull factors (key tourist resources, information and convenience of facili</p><p>　　Cho proceeded to segmentation by motivation analysis which generated three clusters: cultural and ecotourism seek

38、ers, activity and variety seekers and tourist resort stylists. In the case of ruraltourism, Park and Yoon suggested that the Korean market can be divided into four segments(family togetherness, passive tourists, want-it

39、-all and learning and excitement) based on the sixmotivations of relaxation, socialization, learning, family togetherness, novelty and excitement. More recently, Kim </p><p><b>　　譯文</b></p>

40、<p>　　通過旅游動機細分到希臘的東亞游客</p><p><b>　　摘要</b></p><p>　　本研究比較了東亞(日本、中國和韓國) 游客訪問希臘的旅游動機,還提出了基于旅游動機的市場細分超越了這些國家的國界。四個主要推動因素得以確認:“知識”，“提高自我”，“逃避和放松”和“新奇”。同樣,四個拉力因素也被確認:“休閑、購物和安全”，“多樣性

41、和成本”，“文化與遺產”和“旅行安排和設施”。我們發現跨文化差異與旅游動機的重要性相關。中國游客在所有動機類別上的得分幾乎均高于其他民族。雖然跨文化差異很重要,本研究提出了另一種方式來解決市場細分，即基于不同民族旅行者的內在相似性進行國際市場細分。通過細分的三部分分別是“新奇的探索者”、“想要一切”和“低積極性”。</p><p>　　關鍵詞：旅游動機,國際市場細分,東亞的旅行者,長途目的地,地中海旅游目的地&l

42、t;/p><p>　　許多研究人員強調提高自我,休息和放松,知識等因素的重要性,他們能刺激游客去不同的國家旅游和參觀。國際旅游市場規模的迅速增長 (即出境旅游和旅游數據)呼吁進一步調查旅游動機的因素。據聯合國世界旅游組織的報道(UNWTO),國際旅游人數已經從1950年的2500萬增長到2013年的10.87億,預計將在2030年超過18億(2014)。具體來說,人們的旅游動機從新興經濟到游客訪問另一個國家變得更為重

43、要，考慮到他們的市場份額從1980年的30%增加到2013年的47%這樣一個事實, 預計到2030年將達到57%(UNWTO,2014)。</p><p>　　本文通過在歐洲的東亞游客調查了長途旅行的動機因素。研究樣本中在希臘的游客主要來自中國、日本和韓國。更具體地說,最近的趨勢說明亞洲和太平洋地區旅游市場的快速增長,2014年的前景是最強的(5 - 6%)——這一地區為國際旅游的增長作出了貢獻(UNWTO,20

44、14)。歐洲是世界上最常訪問的地區，所有國際移民達52% (UNWTO,2014)。</p><p>　　希臘入境旅游市場主要是歐洲公民,占有近96%的國際游客數量(WTTC,2014),而所占比重的1.6%來自亞太地區的移民。具體地說,中國出境旅游是一個巨大的市場,包括2200萬名中國公民,其中1150萬人計劃前往亞洲以外的地區或目的地旅行。</p><p>　　根據先前關于旅游動機因素

45、的研究 (安德魯，科扎克，2005),本研究詳盡闡述了日本、中國和韓國游客到希臘的旅游動機,根據旅游動機對游客進行細分，使我們能更好的理解在歐洲的東亞游客。盡管有研究分析在土耳其的日本游客的旅游動機,但迄今為止，尚未有研究探索在地中海目的地(例如希臘)的中國和韓國游客的旅游動機。</p><p><b>　　文獻綜述</b></p><p>　　旅游動機:推拉的概念化

46、</p><p>　　許多研究人員(丹恩,1981;皮爾斯,1981;科爾2012;由索 &哈根,1993)認為,動機被稱為心理/生理所需和所想,包括整體力量,激發,直接集成一個人的行為和活動。匹贊姆,紐曼和雷謝爾(1979,第195頁)將旅游動機定義為一個“?容易使一個人到達特定旅游目標的的需求和態度行為”。鑒于這個定義,有效的旅游營銷建立在了解游客的旅游動機的基本假設之上(Fodness,1994)。

47、大量研究探討這個話題(黃&徐,2005)。具體來說,大量的研究是基于推和拉框架(克朗普頓,1979;丹恩,1979),以考察休閑旅游的動機。</p><p>　　根據丹恩的開創性工作(1977),度假的推動因素是社會心理動機對旅行的渴望,而擺脫目的地的動機是拉動因素,從而解釋了目的地的選擇問題。遵循這個思路,人們旅行是因為他們由內力被迫做出這一決定同時目的地屬性外部力量的拉力(由索 & 杰沃克,1

48、993)。丹恩(1977)提出,激勵因素可分為失范和提高自我?？死势疹D(1979)確定了七個推動因素,即逃離認為平凡環境的社會心理動機,探索和自我評價,放松,聲望,回歸,增強的親屬關系和促進社會交往,以及兩個拉力因素——新奇和教育的文化動機。</p><p>　　自從克朗普頓(1979)和丹(1977) 對于入境旅游動機的研究以來，推拉旅游動機的概念化已得到相當多的研究關注。為了提供關于國籍差異游客卓有成效的證據

49、，“推”和“拉”模式已被應用到許多研究。最近,研究特定類型的游客的旅游動機,如學生(Li &布雷,2007),高級旅行者(Jang &吳,2006;Sangpikul,2008),高爾夫球手(金姆&里奇,2012)和行動困難的旅行者(水,2012)都加入了激烈的研究中。此外,跨文化比較的動機也得到了一定的研究(王& 瓦爾克,2010;徐,摩根和頌,2009)。這些應用程序呈現概念適用于細分過程。例如, 巴

50、洛格魯和由索(1996) 運用推拉動機將德國國際游客分為四個部分。同樣,比格爾和拉瑟(2002) 根據旅游動機對瑞士游客進行市場細分,并認為社會心理具有削弱作用。因此,目前的研究借助東亞游客的旅游動機，試圖合并跨文化比較，國際旅游動機和細分的概念。</p><p>　　依據旅游動機的日本游客市場細分</p><p>　　查(1995) 使用簇因素方法研究了日本海外旅游者旅游動機，并確定了六

51、個動機因素:放松、知識、冒險、旅行吹噓、家庭和運動?；谶@些因素,作者使用聚類分析確定三個細分市場:運動者、獵奇、家庭和放松者。興,舒(2001)研究了日本游客的旅游動機，特定目的地在香港的日本游客五因素:探索、吸引力和氣候,夢想實現,利益尋求和旅行特征。同樣,由索，吉岡(2003)調查了土耳其的日本游客。他們發現了八個因素,即對自然的愛,親屬關系的增強,體驗文化，度假生活方式,逃避,考古學和歷史教育,奢侈的生活方式和旅游吹噓;基于這些

52、動機,他們把市場分為兩個部分:逃避者和探索者。最近,桑普(2008)確定了日本高級旅行者在泰國的三個推動因素(新奇和尋求知識,休息和放松,提高自我)和四個拉動因素,相應地(文化和歷史景點,旅行安排和設施,購物和休閑活動,安全和清潔)。</p><p>　　依據旅游動機的中國游客市場細分</p><p>　　按照旅游動機對中國旅游市場進行細分的文獻 (陳,2014;考&林,2005;

53、孟,由桑,& 哈利克，2011;,溫&萊昂2011;瑞安&莫2002)尤其關注長途目的地,尤其是在美國,加拿大和澳大利亞。例如,約翰遜(2008)揭示了旅游動機的四個因素:(a)放松和和平環境,(b)品牌認知度質量,對游客來說的興奮和各種可接觸的事物，(c) 旅行者好的的家庭環境和卓越價值，(d)獨特的文化/歷史和未遭破壞的浪漫之美。同樣,華和見(2011)描述五個因素, 激發潛在的中國游客訪問美國,即提高自我，

54、國際接觸,交流機會,財政激勵和目標刺激。此外,盧(2011)分析提出中國游客到加拿大的旅游動機,主張動機源于此次旅行后獲得威望,家庭紐帶，探索和逃避/休閑,而拉力因素包括加拿大獨特的吸引力,高質量的生活,有吸引力的旅游廣告,購物。同樣,斯帕克斯和潘(2009)認為最重要的目的地屬性是中國游客前往澳大利亞的主要因素,強調自然美景、目的地的圖標指引以及高質量的基礎設施,而激勵因素尋求自治,鼓舞人心的動機和社會自我提高。</p>

55、<p>　　除了長途旅行,其他目的地(如香港)的文獻中提到 (張&蘭，1999)應用推拉框架;作者得出的結論是,知識、聲望和增強人際關系是最重要的動機,而高科技形象,花費和可訪問性是中國游客最重要的動機。訪問香港的動機已經被黃和徐(2005)評估指出,中國游客認為這是一個非常好的和獨特的購物目的地，并確定27個激勵項目。關于四個推動因素和五個拉動激勵因素的分析來自對香港中國女游客的分析：知識和威望,增強社會關系,休息

56、和放松,冒險和刺激,現代的形象,自然環境和景點、安全和清潔度,旅游安排和購物的便利性。同樣,基于張和林(1999),胡伊，(2008)研究了中國游客到新加坡的10個推動因素分別對應10拉動因素,其中最重要的是相似的文化背景和共同的語言,美麗的風景,種類繁多的美食和住宿設施的質量。</p><p>　　旅游動機反映了一個整體中國游客的形象，作為娛樂/冒險者,尋求生活體驗/文化探險家和放松/知識尋求者。同樣,考和林(

57、2005)認為,中國游客可以分成四個集群: 基于激勵/知識因素家庭/放松的人,探求者,尋求冒險/快樂和聲望/知識,逃避/放松,冒險/興奮、探索、尋求快樂/觀光和加強家庭/社會關系。同樣,瑞恩和莫(2002)基于四個激勵因素的研究并提出四個集群:(a)在新地方的觀光者,(b)投資者,(c)度假者(d)得分較低者。最近,陳（2014)研究了中國背包客的旅游動機(社會交往、自我實現、目的地的經驗和逃避和放松),建議分為三個部分:自我實現,目的