On The Classification Of Rural Tourists Based On The Motive Structure

Recently, rural tourism has become a new way of seeking entertainment, knowledge and nature enjoys for urban residents. The whole huge complex market of rural tourism consists of different buyers and groups with much difference in consumer psychology, which generates variety of tourist motives. Based on researches of tourist motives, this paper collects the basic information through questionnaire survey and conducts a comprehensive study by method of factor analysis and clustering analysis. The results show that the rural tourists types can be divided into folk customs, sports entertainment, relax enjoys and social intercourse. Then, a differential research of rural tourism motivation has been carried out to figure out the main characteristics of different motives, which provides reference for rural tourism planning and products development.