冰雪体育旅游消费决策影响因素的质性研究

A qualitative study of ice and snow sports tourism consumption decision affecting factors

以消费者行为为逻辑起点,以方法目的链为研究工具,采用深度访谈法及软式阶梯访谈技术,将其研究结果以消费者知觉价值图进行呈现,探讨冰雪体育旅游消费决策的影响因素。研究表明:冰上体育消费层级最重要的路径是冰上项目种类-增长运动技能-生活中的乐趣与享受;雪上体育消费层级最重要的路径是雪上项目种类-增进身体健康-生活中的乐趣与享受。

Based on consumer behaviors as the logic start point, and the means-end chain as the research tool, and by using in-depth interview method and soft ladder interview technique, the authors presented the research results on a consumer perception value chart, and probed into ice and snow sports tourism consumption decision affecting factors. This research indicates the followings： the most important path of ice sports consumption level is ice event variety – increasing sports skills – life fun and enjoyment; the most important path of snow sports consumption level is snow event variety – improving physical health – life fun and enjoyment.