旅游動(dòng)機(jī)外文文獻(xiàn)翻譯 （節(jié)選）

1、<p>　　中文3000漢字,2400單詞，14500英文字符</p><p>　　文獻(xiàn)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(dòng)機(jī)細(xì)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(guó)和韓國(guó)) 游客訪問希臘的旅游動(dòng)機(jī),還提出了基于旅游動(dòng)機(jī)的市場(chǎng)細(xì)分超越了這些國(guó)家的國(guó)界。四個(gè)主要推動(dòng)因素得以確認(rèn):“知識(shí)”，“提高自我”，“逃避和放松”和“新奇”。同樣,四個(gè)拉力因素也被確認(rèn):“休閑、購(gòu)物和安全”，“多樣性

41、和成本”，“文化與遺產(chǎn)”和“旅行安排和設(shè)施”。我們發(fā)現(xiàn)跨文化差異與旅游動(dòng)機(jī)的重要性相關(guān)。中國(guó)游客在所有動(dòng)機(jī)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(lái)解決市場(chǎng)細(xì)分，即基于不同民族旅行者的內(nèi)在相似性進(jìn)行國(guó)際市場(chǎng)細(xì)分。通過細(xì)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(guān)鍵詞：旅游動(dòng)機(jī),國(guó)際市場(chǎng)細(xì)分,東亞的旅行者,長(zhǎng)途目的地,地中海旅游目的地&l

42、t;/p><p>　　許多研究人員強(qiáng)調(diào)提高自我,休息和放松,知識(shí)等因素的重要性,他們能刺激游客去不同的國(guó)家旅游和參觀。國(guó)際旅游市場(chǎng)規(guī)模的迅速增長(zhǎng) (即出境旅游和旅游數(shù)據(jù))呼吁進(jìn)一步調(diào)查旅游動(dòng)機(jī)的因素。據(jù)聯(lián)合國(guó)世界旅游組織的報(bào)道(UNWTO),國(guó)際旅游人數(shù)已經(jīng)從1950年的2500萬(wàn)增長(zhǎng)到2013年的10.87億,預(yù)計(jì)將在2030年超過18億(2014)。具體來(lái)說(shuō),人們的旅游動(dòng)機(jī)從新興經(jīng)濟(jì)到游客訪問另一個(gè)國(guó)家變得更為重

43、要，考慮到他們的市場(chǎng)份額從1980年的30%增加到2013年的47%這樣一個(gè)事實(shí), 預(yù)計(jì)到2030年將達(dá)到57%(UNWTO,2014)。</p><p>　　本文通過在歐洲的東亞游客調(diào)查了長(zhǎng)途旅行的動(dòng)機(jī)因素。研究樣本中在希臘的游客主要來(lái)自中國(guó)、日本和韓國(guó)。更具體地說(shuō),最近的趨勢(shì)說(shuō)明亞洲和太平洋地區(qū)旅游市場(chǎng)的快速增長(zhǎng),2014年的前景是最強(qiáng)的(5 - 6%)——這一地區(qū)為國(guó)際旅游的增長(zhǎng)作出了貢獻(xiàn)(UNWTO,20

44、14)。歐洲是世界上最常訪問的地區(qū)，所有國(guó)際移民達(dá)52% (UNWTO,2014)。</p><p>　　希臘入境旅游市場(chǎng)主要是歐洲公民,占有近96%的國(guó)際游客數(shù)量(WTTC,2014),而所占比重的1.6%來(lái)自亞太地區(qū)的移民。具體地說(shuō),中國(guó)出境旅游是一個(gè)巨大的市場(chǎng),包括2200萬(wàn)名中國(guó)公民,其中1150萬(wàn)人計(jì)劃前往亞洲以外的地區(qū)或目的地旅行。</p><p>　　根據(jù)先前關(guān)于旅游動(dòng)機(jī)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(guó)和韓國(guó)游客到希臘的旅游動(dòng)機(jī),根據(jù)旅游動(dòng)機(jī)對(duì)游客進(jìn)行細(xì)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(dòng)機(jī),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(guó)和韓國(guó)游客的旅游動(dòng)機(jī)。</p><p><b>　　文獻(xiàn)綜述</b></p><p>　　旅游動(dòng)機(jī):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(rèn)為,動(dòng)機(jī)被稱為心理/生理所需和所想,包括整體力量,激發(fā),直接集成一個(gè)人的行為和活動(dòng)。匹贊姆,紐曼和雷謝爾(1979,第195頁(yè))將旅游動(dòng)機(jī)定義為一個(gè)“?容易使一個(gè)人到達(dá)特定旅游目標(biāo)的的需求和態(tài)度行為”。鑒于這個(gè)定義,有效的旅游營(yíng)銷建立在了解游客的旅游動(dòng)機(jī)的基本假設(shè)之上(Fodness,1994)。

47、大量研究探討這個(gè)話題(黃&徐,2005)。具體來(lái)說(shuō),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(dòng)機(jī)。</p><p>　　根據(jù)丹恩的開創(chuàng)性工作(1977),度假的推動(dòng)因素是社會(huì)心理動(dòng)機(jī)對(duì)旅行的渴望,而擺脫目的地的動(dòng)機(jī)是拉動(dòng)因素,從而解釋了目的地的選擇問題。遵循這個(gè)思路,人們旅行是因?yàn)樗麄冇蓛?nèi)力被迫做出這一決定同時(shí)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(lì)因素可分為失范和提高自我?？死势疹D(1979)確定了七個(gè)推動(dòng)因素,即逃離認(rèn)為平凡環(huán)境的社會(huì)心理動(dòng)機(jī),探索和自我評(píng)價(jià),放松,聲望,回歸,增強(qiáng)的親屬關(guān)系和促進(jìn)社會(huì)交往,以及兩個(gè)拉力因素——新奇和教育的文化動(dòng)機(jī)。</p><p>　　自從克朗普頓(1979)和丹(1977) 對(duì)于入境旅游動(dòng)機(jī)的研究以來(lái)，推拉旅游動(dòng)機(jī)的概念化已得到相當(dāng)多的研究關(guān)注。為了提供關(guān)于國(guó)籍差異游客卓有成效的證據(jù)

49、，“推”和“拉”模式已被應(yīng)用到許多研究。最近,研究特定類型的游客的旅游動(dòng)機(jī),如學(xué)生(Li &布雷,2007),高級(jí)旅行者(Jang &吳,2006;Sangpikul,2008),高爾夫球手(金姆&里奇,2012)和行動(dòng)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(dòng)機(jī)也得到了一定的研究(王& 瓦爾克,2010;徐,摩根和頌,2009)。這些應(yīng)用程序呈現(xiàn)概念適用于細(xì)分過程。例如, 巴

50、洛格魯和由索(1996) 運(yùn)用推拉動(dòng)機(jī)將德國(guó)國(guó)際游客分為四個(gè)部分。同樣,比格爾和拉瑟(2002) 根據(jù)旅游動(dòng)機(jī)對(duì)瑞士游客進(jìn)行市場(chǎng)細(xì)分,并認(rèn)為社會(huì)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(dòng)機(jī)，試圖合并跨文化比較，國(guó)際旅游動(dòng)機(jī)和細(xì)分的概念。</p><p>　　依據(jù)旅游動(dòng)機(jī)的日本游客市場(chǎng)細(xì)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(dòng)機(jī)，并確定了六

51、個(gè)動(dòng)機(jī)因素:放松、知識(shí)、冒險(xiǎn)、旅行吹噓、家庭和運(yùn)動(dòng)?；谶@些因素,作者使用聚類分析確定三個(gè)細(xì)分市場(chǎng):運(yùn)動(dòng)者、獵奇、家庭和放松者。興,舒(2001)研究了日本游客的旅游動(dòng)機(jī)，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(mèng)想實(shí)現(xiàn),利益尋求和旅行特征。同樣,由索，吉岡(2003)調(diào)查了土耳其的日本游客。他們發(fā)現(xiàn)了八個(gè)因素,即對(duì)自然的愛,親屬關(guān)系的增強(qiáng),體驗(yàn)文化，度假生活方式,逃避,考古學(xué)和歷史教育,奢侈的生活方式和旅游吹噓;基于這些

52、動(dòng)機(jī),他們把市場(chǎng)分為兩個(gè)部分:逃避者和探索者。最近,桑普(2008)確定了日本高級(jí)旅行者在泰國(guó)的三個(gè)推動(dòng)因素(新奇和尋求知識(shí),休息和放松,提高自我)和四個(gè)拉動(dòng)因素,相應(yīng)地(文化和歷史景點(diǎn),旅行安排和設(shè)施,購(gòu)物和休閑活動(dòng),安全和清潔)。</p><p>　　依據(jù)旅游動(dòng)機(jī)的中國(guó)游客市場(chǎng)細(xì)分</p><p>　　按照旅游動(dòng)機(jī)對(duì)中國(guó)旅游市場(chǎng)進(jìn)行細(xì)分的文獻(xiàn) (陳,2014;考&林,2005;

53、孟,由桑,& 哈利克，2011;,溫&萊昂2011;瑞安&莫2002)尤其關(guān)注長(zhǎng)途目的地,尤其是在美國(guó),加拿大和澳大利亞。例如,約翰遜(2008)揭示了旅游動(dòng)機(jī)的四個(gè)因素:(a)放松和和平環(huán)境,(b)品牌認(rèn)知度質(zhì)量,對(duì)游客來(lái)說(shuō)的興奮和各種可接觸的事物，(c) 旅行者好的的家庭環(huán)境和卓越價(jià)值，(d)獨(dú)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(gè)因素, 激發(fā)潛在的中國(guó)游客訪問美國(guó),即提高自我，

54、國(guó)際接觸,交流機(jī)會(huì),財(cái)政激勵(lì)和目標(biāo)刺激。此外,盧(2011)分析提出中國(guó)游客到加拿大的旅游動(dòng)機(jī),主張動(dòng)機(jī)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(dú)特的吸引力,高質(zhì)量的生活,有吸引力的旅游廣告,購(gòu)物。同樣,斯帕克斯和潘(2009)認(rèn)為最重要的目的地屬性是中國(guó)游客前往澳大利亞的主要因素,強(qiáng)調(diào)自然美景、目的地的圖標(biāo)指引以及高質(zhì)量的基礎(chǔ)設(shè)施,而激勵(lì)因素尋求自治,鼓舞人心的動(dòng)機(jī)和社會(huì)自我提高。</p>

55、<p>　　除了長(zhǎng)途旅行,其他目的地(如香港)的文獻(xiàn)中提到 (張&蘭，1999)應(yīng)用推拉框架;作者得出的結(jié)論是,知識(shí)、聲望和增強(qiáng)人際關(guān)系是最重要的動(dòng)機(jī),而高科技形象,花費(fèi)和可訪問性是中國(guó)游客最重要的動(dòng)機(jī)。訪問香港的動(dòng)機(jī)已經(jīng)被黃和徐(2005)評(píng)估指出,中國(guó)游客認(rèn)為這是一個(gè)非常好的和獨(dú)特的購(gòu)物目的地，并確定27個(gè)激勵(lì)項(xiàng)目。關(guān)于四個(gè)推動(dòng)因素和五個(gè)拉動(dòng)激勵(lì)因素的分析來(lái)自對(duì)香港中國(guó)女游客的分析：知識(shí)和威望,增強(qiáng)社會(huì)關(guān)系,休息

56、和放松,冒險(xiǎn)和刺激,現(xiàn)代的形象,自然環(huán)境和景點(diǎn)、安全和清潔度,旅游安排和購(gòu)物的便利性。同樣,基于張和林(1999),胡伊，(2008)研究了中國(guó)游客到新加坡的10個(gè)推動(dòng)因素分別對(duì)應(yīng)10拉動(dòng)因素,其中最重要的是相似的文化背景和共同的語(yǔ)言,美麗的風(fēng)景,種類繁多的美食和住宿設(shè)施的質(zhì)量。</p><p>　　旅游動(dòng)機(jī)反映了一個(gè)整體中國(guó)游客的形象，作為娛樂/冒險(xiǎn)者,尋求生活體驗(yàn)/文化探險(xiǎn)家和放松/知識(shí)尋求者。同樣,考和林(

57、2005)認(rèn)為,中國(guó)游客可以分成四個(gè)集群: 基于激勵(lì)/知識(shí)因素家庭/放松的人,探求者,尋求冒險(xiǎn)/快樂和聲望/知識(shí),逃避/放松,冒險(xiǎn)/興奮、探索、尋求快樂/觀光和加強(qiáng)家庭/社會(huì)關(guān)系。同樣,瑞恩和莫(2002)基于四個(gè)激勵(lì)因素的研究并提出四個(gè)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(guó)背包客的旅游動(dòng)機(jī)(社會(huì)交往、自我實(shí)現(xiàn)、目的地的經(jīng)驗(yàn)和逃避和放松),建議分為三個(gè)部分:自我實(shí)現(xiàn),目的