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旺季游客出游过强的集中性以及淡季资源的过分闲置,直接造成旅游业需求和供给的双重波动,导致旅游产业失衡。平衡旅游季节性的研究多从区域旅游目的地、景区和酒店等旅游供给部门的季节性角度出发,聚焦于缓解旅游淡季对其经营所带来的负面影响,对于旅游者的淡季旅游需求特征及其在平衡旅游季节性方面的作用却鲜有关注。因此,本文运用旅游动机与旅游限制理论,通过实地调研获取一手数据,对国内502位旅游者反季出游动机和限制因素进行了探索性研究。结论如下:(1)因子分析识别了服务导向型、费用节省型、效率驱动型、深度体验型和相机抉择型五个旅游者反季出游动机维度,聚类分析后提炼出理想型、机会型、从容型和享受型四种反季旅游者类型,且各类型在人口统计特征上存在显著差异。(2)采用单因素方差分析,发现限制因素中,个体限制、人际限制和结构限制对不同反季旅游者出游均构成重要影响,且结构限制的影响程度高于个体限制、人际限制。结构限制中,时间影响尤为突出。个体限制、人际限制中,出游同伴的制约性最强。最后,就如何推动我国反季旅游市场发展进行了相关讨论。
Excessive concentration of tourists traveling in high season and excessive idleness of off-season resources directly cause double fluctuations in tourism demand and supply, leading to unbalanced tourism industry. The study of seasonal balance of tourism focuses on easing the negative impact brought by the tourism off-season on its business operation from the seasonal perspective of tourism supply departments such as regional tourism destinations, scenic spots and hotels, and the characteristics of off-season tourism demand of tourists and Its role in balancing the seasonal nature of tourism is rarely noticed. Therefore, this article uses the theories of tourism motivation and tourism restriction to obtain first-hand data through on-the-spot investigation, and makes exploratory research on off-season motivation and limiting factors of 502 domestic tourists. The conclusions are as follows: (1) The factor analysis identified the dimensions of service-oriented, cost-saving, efficiency-driven, in-depth experience and camera choice five out-of-quarter motivation of outbound tourists motivation, clustering analysis to extract the ideal type , Leisure and enjoyment of the four types of off-season tourists, and all types of demographic characteristics there are significant differences. (2) By using single factor analysis of variance, it is found that among the limiting factors, individual restriction, interpersonal restriction and structural restriction have important influence on different outbound tourists’ travel, and the impact of structural limitation is higher than individual restriction and interpersonal restriction. Structural constraints, the impact of time is particularly prominent. Individual constraints, interpersonal constraints, traveling companion has the most restrictive. Finally, on how to promote the development of China’s off-season tourism market were discussed.