GEOGRAPHICAL RESEARCH ›› 2013, Vol. 32 ›› Issue (2): 347-359.doi: 10.11821/yj2013020015

• Article • Previous Articles     Next Articles

Analysis of tourism labor migrants’ micro-motivation in Jiuzhaigou based on mixed methods approaches

YANG Zhao1,2, SHANGGUAN Xiaoyan3, CAI Yongshou3, ZHANG Jie1, HAN Guosheng1   

  1. 1. School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210093, China;
    2. College of Territorial Resource and Tourism, Anhui Normal University, Wuhu 241000, Anhui, China;
    3. The Management Office of Jiuzhaigou Landscape Showplace, Jiuzhaigou County 623402, Sichuan, China
  • Received:2012-05-12 Revised:2012-09-23 Online:2013-02-10 Published:2013-02-10

Abstract: Tourism migration is a focus issue in international tourism geography research. Tourism labor migrants, widely distributed in earlier developed and more attractive sightseeing places in China, can be taken as an entry point of domestic tourism migration study. Taking Jiuzhaigou as a case study, the article analyzes motivation structure, strength and process of the tourism labor migrants in Jiuzhaigou through a mixed approach. The findings of the study are as follows. First, data source from questionnaire and in-depth interviewing jointly show that employment gains, employment positive attributes, place attractiveness, social capital, and lifestyle are five-dimensional structure of the beginning motivation of tourism labor migration in Jiuzhaigou. Employment gains are the strongest motivational forces, and then comes place attractiveness. Secondly, in-depth interviewing data show that employment gains, employment positive attributes, place attractiveness and social capital are four-dimensional structure of the subsequent motivation in which place attractiveness takes the priority, followed by employment positive attributes. Thirdly, a dynamic motivational change is found in different stages of tourism labor migration. Questionnaire findings can measure motivation structure, strength and its correlative demographic characteristic groups. In-depth interviewing may inquiry into the subsequent motivation structure and strength, and form data and methods triangulation with questionnaire. The combination of the two techniques can increase study validity, and proves appropriate for motivation research of tourism labor migration.

Key words: mixed methods, tourism labor migrant, migration, micro-motivation, Jiuzhaigou