Research On Relationship Among Ski Tourist Perceived Value,Satisfaction,and Behavioral Intentions

Beijing and Zhangjiakou have successfully won the right to host the 2022 Winter Olympics and will promote the rapid development of domestic ski tourism.Several provinces and cities in the north of China have adopted ski tourism as a source of economic development for the tourism industry.The Beijing-Tianjin-Hebei region has also ushered in a good opportunity for the development of ski tourism.However,with the rapid development of the ski tourism market,a fierce competitive environment has emerged.How to stand out in a cruel and fierce competitive environment has attracted extensive attention of skiing companies.The competitive advantage theory puts forward that the customer-centered marketing strategy is an effective means for enterprises to obtain competitive advantage,and the perceived value,satisfaction and behavioral intentions are all based on the customer’s perspective.Therefore,this paper discusses The relationship between the perceived value,satisfaction and behavioral intentions of the skier to search for effective ways to increase the competitive advantage of ski companies.Based on customer perception value,customer satisfaction and behavioral intention theory,the purpose of the study is to explore the relationship among the perceived value,satisfaction and behavioral intention of ski tourists.By collating the literature on perceived value and combining the characteristics of ski tourism,the measurement dimension of perceived value is defined,and a structural equation model is established between the perceived values,overall perceived values,satisfaction,and behavioral intentions of ski tourists.The theoretical propositions in this article are tested in relation to the ski tourist destination of Secret Garden Resorts in Chongli of Zhangjiakou,which is one of the venues of the 2022 Winter Olympics.In terms of research methods,the rationality of ski-visitors’ perceived value partitioning was firstly verified by exploratory factor analysis and confirmatory factor analysis,and then the relationship and the influence of ski tourists perceived value,satisfaction and behavioral intention was tested using structural equations modeling.The results show that the perceived value of ski tourists includes five dimensions: perceived quality of facilities,perceived quality of services,emotional experience,perceived monetary costs and perceived non-monetary costs.Perceived quality of facilities,perceived quality of services and emotional experience have a significant positive impact on the overall perceived value of ski tourists.The degree of influence is gradually reduced.Perceived monetary costs and perceived non-monetary costs have a significant negative impact on the overall perceived value of ski tourists,the former has a higher degree of influence.In addition,this study confirms that the perceived value of ski tourists indirectly influences behavioral intention through satisfaction,and satisfaction is the complete intermediary of perceived value and behavioral intention.