2022年冬奥会的举办对区域消费需求与行为影响的研究——以河北冰雪体育旅游为分析个案

Research on Regional Consumer Demands and Behavioral Influence of the 2022 Winter Olympics——Hebei winter sports tourism as example

冰雪体育旅游将成为助推河北体育产业发展的新动力,产业经济结构的调整将给冰雪体育旅游产业提供广阔的发展空间。冬奥会举办将对民众冰雪体育旅游的消费态度、行为和决策产生巨大影响,具体表现在冬奥会的举办能够在图式的启动效应中发挥作用,直接导致消费者对冰雪体育旅游产生积极的态度进而形成消费动机;冬奥会举办期间冰雪体育运动的信息范围和力度,将影响人们对冰雪体育旅游消费需求;冰雪运动参与所带来的敏捷、健康形象将影响青少年群体的冰雪消费决策和行为选择;冬奥会的举办更容易引起儿童和青少年的注意,青少年群体可能是冰雪体育旅游消费的潜力群体。针对上述结论预测,研究进一步提出了以冬奥会为契机通过政策营销来带动外部环境和消费者个体是促发冰雪体育旅游消费的重要举措;媒体通过赛事节目和广告发挥冬奥会的图式启动效应、"传播者"作用和"榜样"效应;企业利用"榜样"效应和"从众"效应进行广告宣传等促进冰雪体育旅游消费的策略选择。

In this paper,with the help of the theories on consumer behavior and social psychology,we have analyzed the regional consumer demands and behavior influence of the holding of the 2022 Winter Olympics and believe that ice-snow sports tourism will become the new motive force to boost the development of the sports industry in Hebei,and the economic restructuring in the industry will provide a broad space for development of ice-snow sports tourism.The holding of the Winter Olympics will have significant influence on people＇s consumption attitudes,behaviors and decisions in the area of ice-snow sports tourism.Specifically,the holding of the Winter Olympics can play a role in schema priming effect and directly lead to consumers＇ active attitude towards ice-snow sports tourism consumption and thus form the motive force for consumption;the information scope and intensity of ice-snow sports during the Winter Olympics will stimulate the demands for ice-snow sports tourism consumption;The agile,healthy images presented in ice-snow sports participation will affect young people＇s decision-making and behavioral choice,the holding of the Winter Olympics is more likely to attract the attention of children and young people,and young people may be potential groups for winter sports tourism consumption.Based on the above conclusive forecasting,in this study,we have further proposed to make use of the opportunities provided by the Winter Olympics to drive external environment and individual consumers through marketing policies as an important measure to promote ice-snow sports tourism consumption;the media should exert the Schema priming effect,＂communicator＂ role and＂role model＂effect in the Winter Olympics through sports events and advertisings;enterprises can choose the strategies such as advertising delivery and propaganda to promote winter sports tourism consumption by making use of the＂role model＂effect and＂bandwagon＂effect.