【正文】 h like new things and new place where they can have a risk. The middleaged tourists like cozy place where they can have a rest. The elderly like a peaceful place where they can learn and understand the friendly reception. No matter how old the tourists are, they can travel to Lijiang because Lijinag’s resorts are fit for every age level. The youth The youths travelling to Lijiang enjoy themselves because they are active and have the ability to accept new things. They are eager to probe the society and the secrets of nature and it is difficult for them to make promise in the social phenomena. So the group consisting of the youths emerges interests to the places and new things. Lijiang is a new tourism destination and a beautiful shining jewel on the Northwest of Yunnan plateau neighbour the Southeast side of the Tibetan plateau, which is considered to be “the Roof of the World”. There are several ethnic nations such Naxi, Yi, Pumi, Lisu and Zang group. The youths travel to Lijiang for finding new things, visiting the families of ethnic nations, On the Motivation of Tourists to Lijiang and the Strategy of Lijiang Tourism Development 4 climbing the Jade Dragon Snow Mountain, and acknowledging the special culture and unique religion cultureDongba culture. They can drive home to the culture of bar and living fossilMosuo girl country. They can taste the special food and understand the traditional technical process. They can catch sight of the danxia platformDawn Laojun Mountain. So many youths choose Lijiang as their tourism destination, and do they want to satisfy their eager. They can see the new things and have a risk. So long as the youths e to Lijiang, they can achieve what they want. The middleaged The middleaged tourists have the certain foundation of work and carrier. They have much life experience. Therefore, to this kind of tourists, cozy travellings are important. They like travelling by group because of the safety. They believe that it is safer to take action together with other colleagues. They can study the Wall Painting in Lijiang and the Dongba Culture. Now the transportation is convenient. No matter which way the middleaged tourists choose, bus, railway or flight, the tourists can enjoy their journey. When they reach Lijiang, they can choose to visit Baisha Village and Dongba Valley. In Baisha Village, 8 kilometers north of Dayan Ancient City, and Shuhe Town, 4 kilometers northwest of Dayan Ancient City, there are two ancient residential plexes, which are parts of Lijiang Ancient City. The Dabaoji Palace and the Liuli Palace still reserve the famous Baisha Wall Painting. Both Palaces are the national cultural relic protection units. [5] The middleaged tourists can visit these places without any concerns because the places are safe. So the middleaged tourists often visit some places which are safe and quiet. They also can visit the Jade Dragon Snow Mountain because it is unique, if they ensure they can be back without any injuries. The elderly To these elderly, they prefer to go the place of peaceful and slow life pace. They want to drive home to the stable life and kind service. They like quiet destination and the resort of convenient traffic. They also like some destinations that can satisfy them to visit friends and meditate on the past. They want to understand the history of the destination. For it is filled with vast of lush vegetation and natural plants, there is freshbreathed air, clear water, beautiful sunshine, and surrounding endless mountains. Lijiang is so called “be hugged mountain” and “be around water” basing on these natural conditions, people promote manpower scenery of Lijiang under government aids, and they take advantage of the origin of nature to build splendid tour resort. Actually, man is associated with nature. In term of Lijiang Old TownDayan Old Town, it is surrounded by continuous mountains and vast water, in addition to old building。 關(guān)鍵詞： 麗江；游客；動(dòng)機(jī)；對(duì)策 On the Motivation of Tourists to Lijiang and the Strategy of Lijiang Tourism Development 1 Introduction Tourists’ motivation is an important factor which tourism industry should attach an importance to. Snice 1960s, foreign scholar approach the psychological changes of tourism and tourists’ motivations from the theory of sociology, economics and anthropology. Why do people travel? What is their tourists’ motivation? Many scholars have studied this problem. In fact, due to the different needs and the integrated social activities of tourism itself, peop le’s tourists’ motivation can display very plicated characters. The scholars home and abroad have analyzed and categorized the tourists’ motivation from different angles. Maslow’s hierarchy of needs is introduced to the research of tourism theory and American Robert W. Mackintosh divides the tourists’ motivation into four parts. The first one is the healthy motivations which include stamina reanization, athletic sports, and entertainment on seashore, loosening emotion, removing intense and clearing tiredness. The second one is cultural motivations in order to find to find out the cultural coquette, such as music, dance, art, customs, painting, religion and history. The third one is the motivations of social relation. Making new friends, visiting old friends and relations, escaping from the daily affairs are all the motivation of social relation. The last one is motivations