The tourism industry is relatively mature on the tourism motivation, but from the perspective of demand rarely discus ed. This study is based on Hainan FIT as the research object, the use of tourist motivation scale measurement, descriptive analysis, and in-depth analysis combined with Maslow's hierarchy of needs. The results show:from Hainan tourist demand level, psychological needs, security needs, respect needs and self realization demand accounted for the smal number of social demand, and a lot of number of emotion and belonging needs. In short two intermediate demand much less demand. From the Hainan tourist motivation, leisure and entertainment, enjoy the natural scenery, experience the folk customs, health, honeymoon tourism projects own high tourism motivation, natural that Hainan itself has the important influence in the tourism motivation.
HainanMaslow's hierarchy of needstourist motivation
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