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SSCl等国际期刊上以第一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Journalof Destination Marketing & Management期F刊（SSCl)编委会成员。

Chapter 1 Background Introduction
1.1 Background to the Research
1.2 Problem Specification
1.3 Research Questions
1.4 Contributions
Chapter 2 Travel Motivation and Cultural Value
2.1 Motivation and Motivation Theory
2.2 Travel Motivation and Travel Motivation Theories
2.3 Chinese Cultural Value
Chapter 3 Means-end Chain Theory
3.1 MEC Model
3.2 The Cognitive and the Motivational Perspectives
3.3 Previous Tourism Studies with Means-end Chain Theory
Chapter 4 Explore Chinese Outbound Travel Motivation with MEC Theory
4.1 Introduction of Methodology
4.2 Justification of the Methodology
4.3 Research Design
4.4 Pre-test
4.5 Pilot Test
4.6 Data Collection
4.7 Data Analysis
Chapter 5 Qualitative Data Analysis Results
5.1 The Profile of the Respondents
5.2 Important Travel Motivations Analysis
5.3 Relationship Analysis of Travel Motivations though MEC
Chapter 6 Quantitative Data Analysis Results
6.1 The Profile of the Respondents
6.2 Important Travel Motivations Analysis
6.3 Relationship Analysis of Travel Motivations though MEC
Chapter 7 Relationship between Travel Motivation and Cultural Values
7.1 Self-Enhancement
7.2 Nurturing the Soul
7.3 Harmonious Relationship
Chapter 8 Conclusion
8.1 Brief Review of the Research
8.2 Discussion of the Research Findings
8.3 Contributions
8.4 Limitations of the Research
8.5 Directions for Future Research
8.6 Concluding Remarks
Previous Research Related with This Book
References
Appendix 1 Pilot Test-Summary Score Matrix (SSM)
Appendix 2 Pilot Test-Summary Implication Matrix (SIM)
Appendix 3 Laddering Interview Outline
Appendix 4 The Description of Summary Content Codes
Appendix 5 Research Information Sheet
Appendix 6 Questionnaire of Respondents’ Demographic Information
Appendis 7 Summary Implication Matrix(SIM) for Formal Data
Key Word Definition

在旅游研究中，旅行动机被认为是更深入理解旅游者行为的最重要概念之一。为解决现有文献中发现的问题，这里讨论的手段目的链理论（MEC）提供了对旅游动机的整体维度的洞察并开发严格的测量尺度去理解旅游者的动机。在本书中，MEC用于描述一个人的属性，后果和价值层面的旅游动机，基于阶梯法的定性和定量相结合的研究方法识别出游客各层面的旅游动机并揭示了它们之间的结构和相互关系。此书进一步探讨了中国出境旅游者动机与其文化价值观的联系，研究结果进一步丰富了旅游动机和MEC文献，为旅游地更好地了解中国游客市场提供了指导和借鉴意义。