Research on participating motivation of Chinese backpacker

Backpacking is among one of the most widespread outdoor recreations in China, which is also a fast-developing market with considerable profit. Based upon the construct of Kenyon's scales, this paper develops a questionnaire to investigates the motivating factors of Chinese backpackers' participation systematically, aiming to help backpacking marketers develop marketing mix. Exploratory factor analysis generates 6 motivating factors from the original ones. Results of one-way ANOVA indicate that participate for aesthetic experience and fashion are two general motivations among all participants; participate for vertigo, catharsis, ascetic experience and physical health motivations are different among participants with different gender, age and degree of interest; while difference between male and female participants on physical health, motivation was significant. These results provide suggestions to the culture of backpacker segment and the marketing plan development for relevant services or products.