滑雪运动酷感知及其对消费者滑雪运动忠诚度的影响

Ski Coolness and Its Influence on Ski Loyalty

2022年北京冬奥会的成功举办大大提高了滑雪运动在我国的普及程度。滑雪作为体育旅游中个性突出的运动类型,兼具旅游、探险、娱乐等多种功能,符合当下消费者求新求变的需求。但目前我国消费者对滑雪运动的忠诚度较低,如何通过塑造滑雪运动的酷个性感知来提升消费者忠诚度具有重要意义。运用偏最小二乘法结构方程模型探讨影响滑雪运动酷感知的滑雪运动属性及酷感知对消费者滑雪运动忠诚度的影响,结果显示:滑雪运动的吸引力、独特性和消费者对滑雪运动的认同度显著正向影响酷感知,其中吸引力影响最大;消费者对酷感知不仅能够直接显著提高其忠诚度,而且滑雪体验愉悦度和难忘度间接正向影响忠诚度。由此滑雪目的地和滑雪场要重视传递滑雪体验的酷感知属性,从而促进我国滑雪运动产业的健康快速发展。

The successful hosting of the Beijing 2022 Olympic Winter Games has greatly increased the popularity of skiing in China. Skiing, as a distinctive type in sports tourism, has multiple functions such as tourism, exploration, and entertainment, meeting the current demand of consumers for innovation and variety. However, Chinese consumers have a low revisit rate towards skiing, and it is of great significance to attract consumers to participate by shaping the “coolness” of skiing. This paper investigates the role of perceived coolness in terms of skiing experience and its antecedents as well as its consequences by using partial least squares structural equation modeling (PLSSEM). Results show that: coolness perception is an important aspect of consumers’ perception of skiing experience;the attractiveness, uniqueness and identification of skiing are positively related to consumers’ perceived coolness of skiing experience, of which its attractiveness is related most positively;consumers’ perceived coolness of skiing experience can directly and significantly improve their skiing loyalty, and it is also positively related to consumers’ skiing loyalty through the mediating role of the delightfulness and memorability of the experience. Skiing destinations and ski resorts should pay attention to creating perceived coolness of skiing experience for consumers, so as to improve their skiing loyalty, and promote the popularization of skiing in China.