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| 內容簡介： |
This book is a reading material of a master course Tourism Destination Marketing，and it focuses on a theoretically based solution to a practical problem： determining the travel motivations of Chinese outbound leisure market.This book is a reading material of a master course Tourism Destination Marketing，and it focuses on a theoretically based solution to a practical problem： determining the travel motivations of Chinese outbound leisure market.
This research focuses on a theoretically based solution to a practical problem：determining the travel motivations of Chinese outbound leisure travellers.The impetus for tlus research was my time spent in the USA in 2005 as a master student and research assistant on a project studying the motivations of Chinese travellers to the United States.The growth of this outbound travel market is very rapid and many countries including the US are preparing by conducting research on Chinese travellers.Through involvement in this research project， I became fascinated with travel motivation and with understanding why Chinese travel overseas.When reviewing theories of travel motivation， it is found that there is no widely accepted theory in the current literature which could adequately explain leisure travel motivation.In addition，there are methodological problems found in a number of papers that study leisure travel motivation.As a result， although this research began by seeking a solution to a practical perspective， it also has focused on theoretical problems and contributes to theory through exploring travel motivation of leisure travellers.
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| 關於作者： |
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姜珊，博士，毕业于澳大利亚昆士兰大学旅游学院，首都师范大学资源环境与旅游学院硕士生导师，首都旅游研究院副院长。研究方向为旅游者行为，旅游目的地管理，国家公园游客体验。先后在SSCI等国际期刊上以作者身份发表多篇文章。参与英文旅游大百科全书词条及多本英文书章的编写，主持和参与多项国家青年自然科学基金，教育部人文社科青年基金，北京市教委科学基金项目，以及世界旅游组织，美国德克萨斯理工大学国际科研项目种子基金、澳大利亚旅游局等国际项目。现为JournalofDestinationMarketing＆Management期刊（SSCI）编委会成员。
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