滑雪旅游消费者行为意向影响因素及其影响机理研究——基于消费者滑雪水平的多群组比较分析  

Research on Influencing Factors and Mechanism of Behavioral Intentions of Ski Tourism Consumers-Multi-group Comparative Analysis Based on Consumers’Skiing Levels

作　　者：亓顺红 王敏[1] 李娟[1] 田慧[1] QI Shunhong;WANG Min;LI Juan;TIAN Hui(Beijing Sport University,Beijing 100084,China)

机构地区：[1]北京体育大学,北京100084

出　　处：《中国体育科技》2023年第8期90-96,F0003,共8页China Sport Science and Technology

基　　金：国家体育总局冬季运动管理中心科技服务项目(2140943406)。

摘　　要：为深入探究滑雪旅游服务高质量供给的实现路径,采用问卷调查法分析滑雪场服务质量和滑雪旅游动机对旅游消费者行为意向的影响机制和影响强度,并对不同滑雪水平的消费者群体进行多群组比较。研究显示:1)旅游消费者满意度在滑雪场服务质量与旅游消费者行为意向之间存在完全中介效应;2)旅游消费者满意度在滑雪旅游动机与旅游消费者行为意向之间存在部分中介效应;3)滑雪旅游动机对旅游消费者行为意向的总效应显著高于滑雪场服务质量的总效应;4)不同滑雪水平的消费者群体在滑雪场服务质量、旅游消费者满意度对旅游消费者行为意向的影响上具有显著差异。建议:加强滑雪场滑雪设施、配套设施建设,并确保其可达性和消费价格合理性;整合滑雪产业优势资源,提升不同滑雪水平消费者细分市场旅游服务精准供给能力;完善以滑雪产业为核心的产业集群,满足旅游消费者多元动机需求。To explore the realization path of high-quality supply of ski tourism services,questionnaire survey was used to analyze the influence mechanism and intensity of ski resort service quality and ski tourism motivation on tourism consumers’behavioral intention,as well as to conduct multi-group comparison of consumers with different skiing levels.Results showed that:1)There was a full mediating effect of tourism consumers’satisfaction between ski resort service quality and tourism consumers’behavioral intention;2)tourism consumers’satisfaction partially mediates the relationship between ski tourism motivation and tourism consumers’behavioral intention;3)the total effect of ski tourism motivation on tourism consumers’behavioral intention was significantly higher than the total effect of ski resort service quality;4)consumers with different skiing levels had significant differences in the effects of ski resort service quality and tourism consumers’satisfaction on their behavioral intention.The study suggests that we should improve the amenities,skiing facilities,accessibility and reasonableness of resort expenditure;integrate high-quality resources in the skiing industry and enhance the precise supply ability of ski tourism services in segmented market based on different skiing levels;improve industrial clusters centered on the skiing industry and satisfy the diverse motivations of skiers.

关 键 词：滑雪旅游 服务质量 旅游动机 满意度 行为意向 滑雪水平 

分 类 号：G804.8[文化科学—运动人体科学]