冰雪体育旅游消费者行为与体验模式的影响研究

Multiple-relationship between Customers of Ice-snow Sport Tourism and Experience Model

冰雪体育旅游业是体育健身休闲产业的重要组成部分,是冰雪体育产业快速发展的支柱产业。引用体验经济模型,采用社会网络分析法(SNA),应用UCINET软件数据对冰雪体育旅游消费者与体验领域多元关系进行分析,形成冰雪体育旅游体验领域的隶属矩阵,并运用Net-Draw程序生成可视化结构图。结果显示:冰雪体育旅游消费者具有4个基本特征,消费者在冰雪体育旅游体验前后的可视化形态存在显著差异,进而通过2-模网对应分析得出冰雪体育旅游体验后的隶属网络形态。

Ice-snow sports tourism industry is an important part of sports fitness entertainment industry, and a related pillar industry of ice-snow sport industry. Through the Social Network Analysis （SNA）and the UCINET software ,an experience model of ice-snow tourism was constructed in this study and was pro- cessed and analyzed. Through Net-Draw program, a visual structure chart is formed. The results showed that this study forms a membership relational matrix of ice-snow sports tourism and sample characteristics of ice-snow industry customers. It is found that there are significant differences of modal characteristics between customers of ice-snow sports before experience and those after experience. The correspondence analysis of the second formwork arrives at the cluster shape of the ice-snow sports tourism.