本文基于对长沙市居民的544份问卷调查,运用因子分析、均值分析和聚类分析方法进行定量分析。结果发现长沙市居民的旅游动机为七大类,即从众与炫耀动机、文化动机、实践动机、逃避动机、身体健康动机、享乐动机和情感交流动机,其中情感交流动机、逃避动机和享乐动机是长沙市居民的主要旅游动机。通过聚类分析旅游者被划分为“玩乐一族”和“康体一族”两大类。 Based on a questionnaire survey of 544 residents in Changsha City, this paper uses factor analysis, mean value analysis and cluster analysis to analyze quantitatively. The results show that the motivation of residents in Changsha is seven categories, that is, the audience and showing off motivation, cultural motivation, practical motivation, evasion motivation, body health motivation, pleasure motivation and emotional exchange motivation, emotional exchange motivation, evasion motivation and pleasure motivation are Changsha City, the main tourist motivation. Through cluster analysis, tourists are divided into two categories: “fun family” and “healthy family”.