中文摘要：

本文基于对香港居民的大规模电话调查，采用最优尺度回归模型．探讨出游动机和人口统计特征如何影响香港居民对旅游重要性的感知以及人口统计特征如何影响香港居民的出游动机。回归结果显示：休闲放松和发掘新事物是影响旅游重要性感知的主要旅游动机，家庭月收入和受教育程度是影响旅游重要性感知的主要人口统计特征；与亲朋好友聚会、社交、休闲放松、逃脱日常事务和发掘新事物动机最相关的人口统计特征分别是家庭月收入、年龄、家庭月收入、年龄和受教育程度，而性别对香港居民的各种出游动机无显著影响。

英文摘要：

Using an optimal scaling regression model, this study examines how travel motivation and demographic characteristics of Hong Kong residents affect their perceived importance of travel and how demographic characteristics affect their travel motivation based on a large-scale telephone survey. Regression analysis results show that relaxation and discovering new things are the most important motivations in detelaniniug Hong Kong residents＇ perceptions of travel importance, and that the residents with a higher average monthly household income and a higher level of education tend to have more importance perceptions on travel. The results also show that spending time with family, friends or relatives, meeting different people, rest and relaxation, getting away from daily routine, and discovering new places or things are most related to average monthly household income, age, average monthly household income, age, and level of education, respectively; gender has no significant influence on Hong Kong residents＇ travel motivation.