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摘要本文首先通过文献分析法对相关概念进行界定，采用问卷调查来获取数据，通过交叉列表分析出不同动机游客的旅游行为差异性。结果表明：
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一、在决策行为上信息获取方面，不同动机之间的差异较小，都是以网络宣传为主，而在出游组织方式上，差异性较大。
二、在游览行为上，不同动机的游客在交通、消费结构上的差异性不大。在交通上，都是以自驾和景区班车为主，消费结构上门票占比最高。在娱乐项目偏好、购票方式和花费上存在较大的差异。探险猎奇类人群倾向于刺激类娱乐项目，度假娱乐类人群倾向于亲子类项目，亲近自然类倾向于生态景观。购票方式以网络电商为主，但当辅助动机不同时，也会发生改变。度假娱乐的人群花费相较于其他两类更高。46637
三、在评价行为上，对景区总体评价集中在满意和非常满意，评价方式以网络反馈为主。但是在是否进行推荐上，受到辅助动机影响，会产生差异性变化。在是否关注微信公众号上，选择较为均衡。
毕业论文关键词：主题乐园；旅游动机；旅游行为；差异性
ABSTRACT
First of all, through the method of literature analysis to define the relevant concepts, obtaining data by uestionnaire survey, through the cross list to analysis out tourism behavior difference of different tourism motivations. The results show that:
First, in the decision-making behavior, the differences between different motivations of tourists are smaller in terms of information access, they are mainly in the network propaganda, and in the travel organization, the difference is large.
Second, in the tourist behavior, the differences in tourist traffic and consumption structure are not obvious. In the traffic mode, driving and scenic bus as the main means of transport. In the consumption structure, tickets is the highest proportion. There is a big difference in the entertainment project preference, the way of purchase and the cost. The people of seeking adventure tend to stimulating entertainment, the people of holiday entertainment population tendency in parent-child class project, the people of closing to nature tend to ecological landscape. The way of buying ticket is Internet based business, but it will be changed when the auxiliary motivation is difference. People who are on vacations and recreation spend more momey than the other two groups.
Third, in the evaluation behavior, the overall evaluation focused on satisfaction and very satisfied. Network feedback is the main method of evaluation. But in recommendation is affected by the auxiliary motivation, it will changed. The choice of whether to pay more attention to the WeChat public is more balanced.
Key words: theme park; tourism motivation; tourism behavior; otherness
目 录
第一章 绪 论 1
1.1研究背景 1
1.2研究意义 1
1.3研究内容 1
1.4技术路线 2
1.5研究方法 2
第二章 相关概念和文献综述 4
2.1相关概念 4
2.2文献综述 4
2.3理论基础 6
第三章 旅游行为构成要素分析 7
3.1旅游行为构成 7
3.2旅游动机构成 7
第四章 银杏湖不同动机旅游行为差异化分析 9
4.1问卷设计和发放 9
4.2人口学统计 9
4.3旅游动机分析 10
4.4不同动机旅游行为差异化分析 13
4.5小结 26
第五章 对银杏湖乐园发展的建议 28
5.1决策行为 28