A Research On Hot Spring Consumers’ Leisure Involvement And Leisure Experience

In the country and abroad, the constructed research methods on hot spring leisure, the analytical framework and explain patterns focus on holistic grasp at the macro level, in the lack of individual behavior analysis from the micro-level perspective. In fact, the construction and development of the hot spring leisure, should consider not only from the economic point of the region, the ethnic, the nation, but also from people’s lifestyle and micro-experience point of view. For the latter, the constructed analytical framework is not competent enough, therefore, it is necessary to build a new theoretical analysis perspective, concerning about the consumption characteristics of the hot spring in the new era from the micro-level, and making a corresponding theoretical interpretation at the same time.Taking Jiangya Hot Spring Resort in Zhangjiajie for the study area, on the basis of the commentary on the research on the present situation of leisure involvement and leisure experience, this thesis measures the leisure involvement and leisure experience by adopting the questionnaire investigation, and makes descriptive analysis, factor analysis, cluster analysis, T-test, one-way ANOVA and canonical correlation analysis of the measurement data by using SPSS17.0. Through the descriptive analysis, we can found that the consumers in Jiangya hot spring Resort are mainly of middle-aged, undergraduate degree and middle-income. Factor analysis shows that leisure involvement includes four dimensions:behavior involvement, cognitive involvement, emotional involvement, and will involvement; leisure experience consists of five dimensions:value experience, emotional experience, sensory experience, spiritual experience, satisfaction experience. According to the results of factor analysis of leisure involvement and leisure experience, the consumers in Jiangya Hot Spring Resort can be divided into six groups in a pattern of two-dimensional segmentation:the enjoying type, the mild type, the best type, the general type, the pursuit type and the target type. Further tests have shown that consumers’gender, age, occupation, monthly income, educational level, organizational forms have different influences on the hot spring leisure activities in leisure involvement and leisure experience level. The results of canonical correlation analysis show that in the mutual relationship between leisure involvement and leisure experience, taking the leisure involvement factors as predictor variables, the leisure experience factors as criterion variables, leisure involvement has internal influences on leisure experience from two levels.