义工旅行动机的量表开发与验证

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。

Scale development and validation of volunteer tourism motivation

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.