High-Quality Development of Ski Tourism Industry under New Normal of China's Economy-Data Prediction and Market Segmentation Based on Three Snow Seasons
The successful hosting of the Beijing Winter Olympics has promoted the leapfrog development of ice and snow sports in China,and the public's demands for quality ice and snow sports experience are constantly iterated and upgraded with the accelerated rise of the ice and snow industry.General Secretary Xi Jinping's speech at the Central Economic Work Conference held on December 12th,2023,pointed out the direction for the high-quality development of the ice and snow economy which has broad market value and development prospects.How to adhere to the dual forces of supply and demand and unleash the potential for healthy consumption has become the core proposition of subsequent related work.Therefore,this study conducted a series of in-depth surveys on 1 177 skiing tourists from 8 ski resorts around Beijing for three consecutive years,using a combination of online and offline methods.Through two key studies on the mechanism of behavioral intention,strategies to enhance skiing tourists'behavioral intention and stimulate their intrinsic drive were proposed.Study 1 explored the extent and differences in the influence of attitude towards the behavior,subjective norms,and perceived behavioral control on the skiing tourists'behavioral intention in different periods before,during,and after the Winter Olympics under theory of planned behavior.Based on Study 1,Study 2 integrated the theoretical perspective of recreation specialization to segment the market of skiing tourists in the post-Winter Olympics period,and further compared the differences in ski touring behavioral intentions among different segmented market groups.It was found that compared to subjective norms and perceived behavioral control,skiing tourists'behavioral attitude was a more critical factor that positively affects their behavioral intention,which was more prominent in the post-Winter Olympics period.Based on the three sub-dimensions of recreation specialization(cognitive,affective,and behavioral),skiing tourists in the post-Winter Olympics period could be effectively subdivided;skiing tourists with different levels of recreation specialization had significant differences in ski touring behavioral intention.Accordingly,this study constructed a more comprehensive predictive analysis channel for individual skiing tourists'behavior,and put forward measures to promote the high-quality development of China's ski tourism industry.By encouraging universal participation,guaranteeing the supply of activities,carrying out differentiated operations to achieve precise outreach,stimulating the internal drive to improve the"quality"and"quantity"of participation,the ski tourism industry could become an emerging driving force for expanding domestic demand,promoting consumption and stabilizing growth,and realize the goal of sustainable development of the ice and snow sports.Thus,the aim of sustainable development of the ice and snow sports could be realized.
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