冬奥会背景下城市居民滑雪旅游行为意向的影响机制——基于北京市的实证研究

Influencing mechanism of urban residents’ski tourism behavioral intention in the context of 2022 Winter Olympics

滑雪旅游是冰雪产业的核心引擎和重要组成部分。然而,现阶段我国滑雪旅游发展存在群众参与面不广、滑雪人群转化率低等不足,不利于冰雪旅游业的可持续发展。因此,洞悉城市居民参与滑雪旅游的制约因素和决策心理机制显得尤为重要。文章以2022年冬奥会举办城市——北京市为例,从滑雪出游限制、协商策略、目的地形象感知与行为意向之间的影响关系出发构建结构方程模型,并对城市居民问卷调查数据进行检验。结果表明:1)滑雪出游限制、协商策略、目的地形象感知、行为意向之间存在一定的影响关系。2)滑雪目的地情感形象在滑雪出游限制对行为意向的影响关系中起到中介作用。3)滑雪经历在“滑雪出游限制→协商策略”影响路径上具有显著的调节作用。研究不仅有助于丰富和深化滑雪旅游的理论研究,同时可为政府部门和滑雪旅游目的地精准营销提供实践启示。

Ski tourism is the core engine and important component of ice and snow industry.However,at the present stage,for the development of ski tourism in China,there remain several deficiencies in the aspects of limited participation of the mass and low conversion rate of the skiing crowd,which is not conducive to the sustainable development of Chinese ice and snow tourism industry.Therefore,it is particularly important to understand the constraints and decision-making psychological mechanism of urban residents’participation in ski tourism.Hence,taking Beijing,the host city of 2022 Winter Olympics,as the study case,we constructed a structural equation model based on the influencing relationship between ski tourism constraints,negotiation strategy,destination image perception,and behavioral intention,and used the questionnaire survey data of urban residents to test the research model.Results show that:1)There exists certain relationship among ski tourism constraints,negotiation strategy,ski destination image perception,and behavioral intention.2)Affective image of ski destination plays a partial mediating role in the relationship between ski tourism constraints and behavioral intention.3)Prior ski experience has a significant moderating effect in the relationship between ski tourism constraints and negotiation strategy.This study not only helps to enrich and deepen the theoretical research of ski tourism,but also provides practical enlightenment to precision marketing for related government department and ski tourism destinations.