The successful hosting of the Beijing 2022 Olympic Winter Games has greatly increased the popularity of skiing in China.Skiing,as a distinctive type in sports tourism,has multiple functions such as tourism,exploration,and entertainment,meeting the current demand of consumers for innovation and variety.H owever,Chinese consumers have a low revisit rate towards skiing,and it is of great significance to at-tract consumers to participate by shaping the"coolness"of skiing.This paper investigates the role of per-ceived coolness in terms of skiing experience and its antecedents as well as its consequences by using partial least squares structural equation modeling(PLSSEM).Results show that:coolness perception is an impor-tant aspect of consumers'perception of skiing experience;the attractiveness,uniqueness and identification of skiing are positively related to consumers'perceived coolness of skiing experience,of which its attrac-tiveness is related most positively;consumers'perceived coolness of skiing experience can directly and sig-nificantly improve their skiing loyalty,and it is also positively related to consumers'skiing loyalty through the mediating role of the delightfulness and memorability of the experience.Skiing destinations and ski re-sorts should pay attention to creating perceived coolness of skiing experience for consumers,so as to im-prove their skiing loyalty,and promote the popularization of skiing in China.
维普
万方数据
