基于扎根理论的滑雪游客满意度影响因素概念模型建构——以中国十大滑雪场为例

Conceptual Model Development of Influential Factors of Ski Tourist Satisfaction Based on Grounded Theory——China’s Top Ten Ski Resorts

随着北京冬奥会的成功举办,全国上下掀起了如火如荼的冰雪运动热潮,滑雪旅游成为人们的一种生活方式,滑雪游客满意度也越来越受到关注,相关研究越来越深入。鉴于此,本文以扎根理论为研究方法,以我国十大滑雪场为研究客体,以游客评论为研究对象,系统分析滑雪过程中游客身心感受的变化。首先,研究基于携程平台对全国有代表的十个滑雪场的评论进行爬取,共获得6130条有效评论;其次,利用扎根理论和Nvivo的研究方法进行三重编码,共提取46个初始范畴和6个主范畴,构建了由“旅游前期待体验(游前准备和游前期待)-旅游中享乐体验(核心内容体验和辅助内容体验)-旅游后回忆体验(游后评价和游后回忆)”的滑雪游客满意度影响因素和概念模型;最后,研究认为,滑雪旅游目的地结合自身定位、树立品牌形象、借鉴现代技术以及自身具有硬实力和软文化等是滑雪场可持续和高质量发展的重要路径。本文为滑雪游客与滑雪旅游目的地二者之间的关系和相关产品供给研究提供了新的路径与方法。

With the successful holding of the Beijing Winter Olympics,the whole country has set off a boom in ice and snow sports,ski tourism has become one of people’s way of life,ski tourists satisfaction has also received more and more attention,the study of its satisfaction is of great significance.In view of this,based on the grounded theory,we studied the tourist comments on the top ten ski resorts in China and systematically analyzed the changes in the physical experience and psychological feelings of tourists during skiing.First,the study crawled reviews of ten representative ski resorts across the country based on Ctrip’s platform,obtaining a total of 6130 valid reviews;Secondly,triple coding was performed using the grounded theory and Nvivo’s research method,and a total of 46 initial categories and 6 main categories were extracted.Then,the influential factors and a conceptual model of ski tourists’satisfaction were structured by“pre-tour expectation for experience(pre-tour preparation and expectation)-on-the-tour experience(core and auxiliary content experience)-post-tour recall experience(post-tour commenting and memory)”.Finally,the study finds that the positioning,brand image building,utilization of cutting-edge technology,and the hardcore abilities and soft cultural power of ski tourism destinations are important paths for their sustainable and high-quality development.The study proposes a new path and method for the research of the relation between ski tourists and ski tourism destinations and for the research of related product supply.