义工旅行动机的量表开发与验证
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摘要
随着义工旅行在年轻人中的普及,不少义工组织、旅行社和旅游目的地纷纷推出义工旅行项目。然而目前的项目安排大多仿照国外,对国内年轻人的需求认识尚不明晰,学术界对这一主题的研究也相对匮乏。鉴于此,以Voluntour和EASIN义工旅行组织的参与者为研究对象,严格遵循量表开发的流程,采用探索性因子分析、3次验证性因子分析和结构方程模型检验的方法,从多个角度验证了量表的信度和效度,得到了基于中国情境的义工旅行动机量表。研究结果表明:(1)由4个维度17个测量项目组成的量表,整体结构良好,具有较好的稳定性和适用性,可成为义工旅行研究的有效测量工具;(2)义工旅行的动机维度可划分为休闲逃避、深度体验、自我服务/发展与利他四类,动机中的利他维度是区分义工旅行与背包旅行、打工度假旅行的关键属性,是年轻人选择深度休闲方式的一种体现;(3)与国外研究相比,基于中国情境的量表无保护功能与宗教参与的动机维度,且社交动机表现不突出。最后,探讨了义工旅行项目在产品开发和市场营销方面的策略。
With the popularization of volunteer tourism among young people in China, more and more volunteer organizations, travel agencies and tourism destinations launch the programs of volunteer tourism. However, most of the projects' arrangements just follow the example of foreign products. They don't quite fit the demand of Chinese volunteer tourists. Given that, this research took the volunteer tourists of Voluntour and EASIN organizations as participants,following a rigorous process of scale development, adopted exploratory factor analysis(EFA), three times' confirmatory factor analysis(CFA) and structural equation test to come up with a scale of motivations which were based on Chinese volunteer tourists. The findings are shown as follows:(1) The scale which consists of 17 items has a good structure and high levels of stability, construct validity, reliability, internal consistency and discriminant validity. It can be used as an effective measuring tool to volunteer tourism research.(2) The dimensions of volunteer tourism can be divided into four categories: leisure & escape, self-serving and development, deep experience and altruism. In addition, altruism is the essential dimension that differs volunteer tourism from backpacking and working holiday travel. Moreover, volunteer tourism is more like a form of serious leisure for young people in China.(3) Compared with foreign researches, this scale doesn't include protective function and religious involvement. Furthermore, the motivation of social function doesn't show strongly. At last, the paper discusses the strategies of volunteer tourism on product design and marketing.
With the popularization of volunteer tourism among young people in China, more and more volunteer organizations, travel agencies and tourism destinations launch the programs of volunteer tourism. However, most of the projects' arrangements just follow the example of foreign products. They don't quite fit the demand of Chinese volunteer tourists. Given that, this research took the volunteer tourists of Voluntour and EASIN organizations as participants,following a rigorous process of scale development, adopted exploratory factor analysis(EFA), three times' confirmatory factor analysis(CFA) and structural equation test to come up with a scale of motivations which were based on Chinese volunteer tourists. The findings are shown as follows:(1) The scale which consists of 17 items has a good structure and high levels of stability, construct validity, reliability, internal consistency and discriminant validity. It can be used as an effective measuring tool to volunteer tourism research.(2) The dimensions of volunteer tourism can be divided into four categories: leisure & escape, self-serving and development, deep experience and altruism. In addition, altruism is the essential dimension that differs volunteer tourism from backpacking and working holiday travel. Moreover, volunteer tourism is more like a form of serious leisure for young people in China.(3) Compared with foreign researches, this scale doesn't include protective function and religious involvement. Furthermore, the motivation of social function doesn't show strongly. At last, the paper discusses the strategies of volunteer tourism on product design and marketing.
引文
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[3] HARRISON J.Being A Tourist:Finding Meaning in Pleasure Travel[M]. Columbia:University of British Columbia Press, 2003:6-20.
[4] KOZAK M. Repeaters’ behavior at two distinct destinations[J].Annals of Tourism Research, 2001,28(3):784-807.
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[6] BROWN S.Travelling with a purpose:Understanding the motives and benefits of volunteer vacations[J].Current Issues in Tourism, 2005,8(6):479-496.
[7] OOI N, LAIN J H.Backpackers tourism:Sustainable and purposeful? Investigating the overlap between backpackers tourism and volunteer tourism motivations[J].Journal of Sustainable Tourism, 2010, 18(2):191-206.
[8] CHEN G H, BAO J G, HUANG S S. Developing a scale to measure backpackers'personal development[J].Journal of Travel Research, 2014, 53(4):522-536.
[9] CHEN G, HUANG S. Toward a theory of backpackers personal development:Cross-cultural validation of the BPD scale[J].Tourism Management, 2017, 59:630-639.
[10] SHENG-HSHIUNG T, HUANG C C. Working holiday tourist learning:Scale development and validation[J].Journal of Travel&Tourism Marketing, 2016, 33(4):535-550.
[11] WEARING S L.Volunteer Tourism:Experiences that Make A Difference[M]. New York:CABI Publishing,2001:10-104.
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[14]明镜,王金伟.国外志愿者旅游研究综述[J].北京第二外国语学院学报, 2010, 32(5):31-39.MING J, WANG J W. A study review on overseas volunteer tourism[J].Journal of Beijing International Studies University, 2010,32(5):31-39.
[15] CROMPTON J L. Motivations for pleasure vacation[J].Annals of Tourism Research, 1979, 6(4):408-424.
[16] KNOLLENBERG W, MCGEHEE N G, BOLEY B B, et al.Motivation-based transformative learning and potential volunteer tourists:Facilitating more sustainable outcomes[J].Journal of Sustainable Tourism, 2014, 22(6):922-941.
[17] WAKEFORD S.The motivation,Expectations and Experiences of Secondary School Students Involved in Volunteer Tourism:A Case Study of the Rangitoto College Cambodia House Building Trip[D]. New Zealand:Auckland University of Technology, 2013:10-16.
[18] COGHLAN A, FENNELL D. Myth or substance:An examination of altruism as the basis of volunteer tourism[J].Journal of Sustainable Tourism, 2009,12(3/4):377-402.
[19] LEPP A. Leisure and obligation:An investigation of volunteer tourists’ experience at Kenya’ s Taita discovery center[J].Journal of Leisure Research,2009, 41(2):253-260.
[20] ZAHRA A, MCINTOSH A J. Volunteer tourism:Evidence of Cathartic tourist experiences[J].Tourism Recreation Research, 2007, 32(1):115-119.
[21] WILSON J, FISHER D, MOORE K. The OE goes‘home’:Cultural aspects of a working holiday experience[J].Tourist Studies, 2010, 9(1):3-21.
[22] OTOO F E, AMUQUANDOH F E. An exploration of the motivations for volunteering:A study of international volunteer tourists to Ghana[J].Tourism Management Perspectives, 2014, 11(12):51-57.
[23] LO A S, LEE C Y S. Motivations and perceived value of volunteer tourist from Hong Kong[J].Tourism Management,2011,32(2):326-334.
[24] ALEXANDER A, KIM S B, KIM D Y.Segmenting volunteers by motivation in the 2012 London Olympic Games[J].Tourism Management, 2015, 47(47):1-10.
[25] JIMMY W, JOSHUA O N, FIONA J N. Effects of power and individual-leve1 cultural orientation on preferences for volunteer tourism[J].Tourism Management,2014,42(6):132-140
[26] ARNETT J J. Emerging adulthood. A theory of development from the late teens through the twenties[J].American Psychologist, 2000, 55(5):469-480.
[27] WEARING S.Re-Centering the Self in Volunteer Tourism[M]. New York:CABI Publishing, 2002:237-262.
[28]宗圆圆.基于内容分析的我国公益旅游发展研究——以多背一公斤为例[J].重庆工商大学学报(社会科学版), 2012, 29(4):33-39.ZONG Y Y. Study on China’ s voluntourism development based on content analysis:Taking 1 kg website as an example[J].Journal of Chongqing Technology and Business University(Social Sciences Edition), 2012, 29(4):33-39.
[29]宗圆圆.公益旅游动机、体验与影响研究述评[J].旅游科学, 2012, 26(3):78-94.ZONG Y Y. A review of the researches on voluntourism motives, experience and impacts[J].Tourism Science, 2012, 26(3):78-94.
[30]苗学玲,郭庆.志愿观光的体验研究:广州亚运信使观光团案例[J].旅游学刊, 2014, 29(5):97-105.MIAO X L, GUO Q. Volunteer vacationers’experience:Case study of Guangzhou Asian games volunteer groups[J].Tourism Tribune, 2014, 29(5):97-105.
[31]付亚楠,侯国林,李欣存.境外公益旅游研究进展与启示[J].旅游学刊, 2016, 31(9):124-134.FU Y N, HOU G L, LI X C. Progress and implications in international research of volunteer tourism[J].Tourism Tribune, 2016,31(9):124-134.
[32]陈钢华,赵丽君.旅游领域量表开发研究进展——基于国内外六本旅游刊物的分析[J].旅游导刊,2017, 1(6):66-85.CHEN G H, ZHAO L J. Measurement scale development in the study of tourism:An analysis of publications in six tourism journals[J].Tourism and Hospitality Prospects, 2017, 1(6):66-85.
[33] CLARY E G, SNYDER M, RIDGE R D, et al.Understanding and assessing the motivations of volunteers:A functional approach[J].Journal of Personality and Society Psychology, 1998, 74(6):1516-1530.
[34]吴明隆.结构方程模型AMOS的操作与应用[M].重庆:重庆大学出版社, 2009:30-260.WU M L.Structural Equation Modeling:The Operation and Application of AMOS[M].Chongqing:Chongqing University Press, 2009:30-260.
[35]黄颖华,黄福才.旅游者感知价值模型、测度与实证研究[J].旅游学刊, 2007, 22(8):42-47.HUANG Y H, HUANG F C. Tourists perceived value model and its measurement:An empirical study[J].Tourism Tribune, 2007, 22(8):42-47.
[36] TULL D S,HAWKINS D I.Marketing Research:Measurement and Method[M]. New York:Macmillan Publisher, 1993:56.
[37] PAN S, RYAN C.Mountain areas and visitor usagemotivations and determinants of satisfaction:The case of Pirongia Forest Park, New Zealand[J].Journal of Sustainable Tourism, 2007, 15(3):288-308.
[38] ZEITHAML V A, BERRY L L, PARASURAMAN A. The behavioral consequences of service quality[J].Journal of Marketing, 1996, 60(2):31-46.
[39]胡宪洋,白凯.旅游目的地形象修复方式量表探讨:中外游客整合对比的视角[J].旅游学刊, 2013,28(9):73-83.HU X Y, BAI K. A study on the tourism destination image restoration scale:A contrast perspective of domestic and inbound tourists integration[J].Tourism Tribune, 2013, 28(9):73-83.
[40] FENNELL D A.Evolution in tourism:The theory of reciprocal altruism and tourist–host interactions[J].Current Issues in Tourism, 2006, 9(2):105-124.
[41] HARNGLUH S.Volunteer tourism-"involve me and I will learn"[J].Annals of Tourism Research, 2009,36(3):480-501.
[42] STEBBINS R A.Optimal leisure lifestyle:Combining serious and casual leisure for personal well-being[C]//CABEZA M C.Leisure and Human Development:Proposals for the 6th World Leisure Congress. Bilbao:University of Deusto,2000:101-107.
[43] WEARING S, NEIL J, MCCOOL S F, et al.Expanding Sustainable Tourism’s Conceptualization:Ecotourism,Volunteerism and Serious Leisure[M]. Wallingford:CAPI Publishing, 2001:23-35.
[44] TOMAZOS K, BUTLER R. Volunteer tourism,serious leisure, altruism or self enhancement?[C]//CAUTHE 2008:Tourism and Hospitality Research,Training and Practice. Queensland:Griffith University, 2008:10-15.
[2] CHEN L J, CHEN J S. The motivations and expectations of international volunteer tourism:A case study of “Chinese Village Traditions”[J].Tourism Management, 2011, 32(2):435-442.
[3] HARRISON J.Being A Tourist:Finding Meaning in Pleasure Travel[M]. Columbia:University of British Columbia Press, 2003:6-20.
[4] KOZAK M. Repeaters’ behavior at two distinct destinations[J].Annals of Tourism Research, 2001,28(3):784-807.
[5] ZHANG J, MARCUSSEN C. Tourist motivation,market segmentation and marketing strategies[C]//5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Research. South Carolina:Center for Regional and Tourism Research, 2007:4-8.
[6] BROWN S.Travelling with a purpose:Understanding the motives and benefits of volunteer vacations[J].Current Issues in Tourism, 2005,8(6):479-496.
[7] OOI N, LAIN J H.Backpackers tourism:Sustainable and purposeful? Investigating the overlap between backpackers tourism and volunteer tourism motivations[J].Journal of Sustainable Tourism, 2010, 18(2):191-206.
[8] CHEN G H, BAO J G, HUANG S S. Developing a scale to measure backpackers'personal development[J].Journal of Travel Research, 2014, 53(4):522-536.
[9] CHEN G, HUANG S. Toward a theory of backpackers personal development:Cross-cultural validation of the BPD scale[J].Tourism Management, 2017, 59:630-639.
[10] SHENG-HSHIUNG T, HUANG C C. Working holiday tourist learning:Scale development and validation[J].Journal of Travel&Tourism Marketing, 2016, 33(4):535-550.
[11] WEARING S L.Volunteer Tourism:Experiences that Make A Difference[M]. New York:CABI Publishing,2001:10-104.
[12] MCGEHEE N G, SANTOS C A. Social change,discourse and volunteer tourism[J].Annals of Tourism Research, 2005,32(3):760-779.
[13] GUTTENTAG D A. The possible negative impacts of volunteer tourism[J].International Journal of Tourism Research, 2009, 11(6):537-551.
[14]明镜,王金伟.国外志愿者旅游研究综述[J].北京第二外国语学院学报, 2010, 32(5):31-39.MING J, WANG J W. A study review on overseas volunteer tourism[J].Journal of Beijing International Studies University, 2010,32(5):31-39.
[15] CROMPTON J L. Motivations for pleasure vacation[J].Annals of Tourism Research, 1979, 6(4):408-424.
[16] KNOLLENBERG W, MCGEHEE N G, BOLEY B B, et al.Motivation-based transformative learning and potential volunteer tourists:Facilitating more sustainable outcomes[J].Journal of Sustainable Tourism, 2014, 22(6):922-941.
[17] WAKEFORD S.The motivation,Expectations and Experiences of Secondary School Students Involved in Volunteer Tourism:A Case Study of the Rangitoto College Cambodia House Building Trip[D]. New Zealand:Auckland University of Technology, 2013:10-16.
[18] COGHLAN A, FENNELL D. Myth or substance:An examination of altruism as the basis of volunteer tourism[J].Journal of Sustainable Tourism, 2009,12(3/4):377-402.
[19] LEPP A. Leisure and obligation:An investigation of volunteer tourists’ experience at Kenya’ s Taita discovery center[J].Journal of Leisure Research,2009, 41(2):253-260.
[20] ZAHRA A, MCINTOSH A J. Volunteer tourism:Evidence of Cathartic tourist experiences[J].Tourism Recreation Research, 2007, 32(1):115-119.
[21] WILSON J, FISHER D, MOORE K. The OE goes‘home’:Cultural aspects of a working holiday experience[J].Tourist Studies, 2010, 9(1):3-21.
[22] OTOO F E, AMUQUANDOH F E. An exploration of the motivations for volunteering:A study of international volunteer tourists to Ghana[J].Tourism Management Perspectives, 2014, 11(12):51-57.
[23] LO A S, LEE C Y S. Motivations and perceived value of volunteer tourist from Hong Kong[J].Tourism Management,2011,32(2):326-334.
[24] ALEXANDER A, KIM S B, KIM D Y.Segmenting volunteers by motivation in the 2012 London Olympic Games[J].Tourism Management, 2015, 47(47):1-10.
[25] JIMMY W, JOSHUA O N, FIONA J N. Effects of power and individual-leve1 cultural orientation on preferences for volunteer tourism[J].Tourism Management,2014,42(6):132-140
[26] ARNETT J J. Emerging adulthood. A theory of development from the late teens through the twenties[J].American Psychologist, 2000, 55(5):469-480.
[27] WEARING S.Re-Centering the Self in Volunteer Tourism[M]. New York:CABI Publishing, 2002:237-262.
[28]宗圆圆.基于内容分析的我国公益旅游发展研究——以多背一公斤为例[J].重庆工商大学学报(社会科学版), 2012, 29(4):33-39.ZONG Y Y. Study on China’ s voluntourism development based on content analysis:Taking 1 kg website as an example[J].Journal of Chongqing Technology and Business University(Social Sciences Edition), 2012, 29(4):33-39.
[29]宗圆圆.公益旅游动机、体验与影响研究述评[J].旅游科学, 2012, 26(3):78-94.ZONG Y Y. A review of the researches on voluntourism motives, experience and impacts[J].Tourism Science, 2012, 26(3):78-94.
[30]苗学玲,郭庆.志愿观光的体验研究:广州亚运信使观光团案例[J].旅游学刊, 2014, 29(5):97-105.MIAO X L, GUO Q. Volunteer vacationers’experience:Case study of Guangzhou Asian games volunteer groups[J].Tourism Tribune, 2014, 29(5):97-105.
[31]付亚楠,侯国林,李欣存.境外公益旅游研究进展与启示[J].旅游学刊, 2016, 31(9):124-134.FU Y N, HOU G L, LI X C. Progress and implications in international research of volunteer tourism[J].Tourism Tribune, 2016,31(9):124-134.
[32]陈钢华,赵丽君.旅游领域量表开发研究进展——基于国内外六本旅游刊物的分析[J].旅游导刊,2017, 1(6):66-85.CHEN G H, ZHAO L J. Measurement scale development in the study of tourism:An analysis of publications in six tourism journals[J].Tourism and Hospitality Prospects, 2017, 1(6):66-85.
[33] CLARY E G, SNYDER M, RIDGE R D, et al.Understanding and assessing the motivations of volunteers:A functional approach[J].Journal of Personality and Society Psychology, 1998, 74(6):1516-1530.
[34]吴明隆.结构方程模型AMOS的操作与应用[M].重庆:重庆大学出版社, 2009:30-260.WU M L.Structural Equation Modeling:The Operation and Application of AMOS[M].Chongqing:Chongqing University Press, 2009:30-260.
[35]黄颖华,黄福才.旅游者感知价值模型、测度与实证研究[J].旅游学刊, 2007, 22(8):42-47.HUANG Y H, HUANG F C. Tourists perceived value model and its measurement:An empirical study[J].Tourism Tribune, 2007, 22(8):42-47.
[36] TULL D S,HAWKINS D I.Marketing Research:Measurement and Method[M]. New York:Macmillan Publisher, 1993:56.
[37] PAN S, RYAN C.Mountain areas and visitor usagemotivations and determinants of satisfaction:The case of Pirongia Forest Park, New Zealand[J].Journal of Sustainable Tourism, 2007, 15(3):288-308.
[38] ZEITHAML V A, BERRY L L, PARASURAMAN A. The behavioral consequences of service quality[J].Journal of Marketing, 1996, 60(2):31-46.
[39]胡宪洋,白凯.旅游目的地形象修复方式量表探讨:中外游客整合对比的视角[J].旅游学刊, 2013,28(9):73-83.HU X Y, BAI K. A study on the tourism destination image restoration scale:A contrast perspective of domestic and inbound tourists integration[J].Tourism Tribune, 2013, 28(9):73-83.
[40] FENNELL D A.Evolution in tourism:The theory of reciprocal altruism and tourist–host interactions[J].Current Issues in Tourism, 2006, 9(2):105-124.
[41] HARNGLUH S.Volunteer tourism-"involve me and I will learn"[J].Annals of Tourism Research, 2009,36(3):480-501.
[42] STEBBINS R A.Optimal leisure lifestyle:Combining serious and casual leisure for personal well-being[C]//CABEZA M C.Leisure and Human Development:Proposals for the 6th World Leisure Congress. Bilbao:University of Deusto,2000:101-107.
[43] WEARING S, NEIL J, MCCOOL S F, et al.Expanding Sustainable Tourism’s Conceptualization:Ecotourism,Volunteerism and Serious Leisure[M]. Wallingford:CAPI Publishing, 2001:23-35.
[44] TOMAZOS K, BUTLER R. Volunteer tourism,serious leisure, altruism or self enhancement?[C]//CAUTHE 2008:Tourism and Hospitality Research,Training and Practice. Queensland:Griffith University, 2008:10-15.