Study On The Decision-making Mechanism Of College Students' Skiing Tourism

The 2022 Winter Olympic Games held in Beijing provided an opportunity for China to vigorously develop the ice and snow industry.The government departments issued a series of policies to promote the popularization and improvement of ice and snow sports in China.Skiing tourism,as one of the participation forms of skiing,is an important way to promote the development of China's ice and snow industry,which is bound to usher in a good opportunity for development.As an important part of skiing tourism market,college students' participation in skiing tourism will have a very important impact on the development of skiing tourism.Therefore,it is necessary to carry out targeted research on College Students' participation in skiing tourism.Based on the existing research results and related theories,this paper designs the questionnaire of College Students' skiing tourism decision-making influence,and issues and recovers the questionnaire in Shandong Normal University,Shandong University,Jinan University and Qilu University of technology.351 valid questionnaires are collected.Using the descriptive statistical analysis,exploratory factor analysis,structural equation model analysis,independent sample t-test and one-way ANOVA in SPSS22.0 and Mplus8.0 software to analyze the questionnaire data,to explore the influencing factors and mechanism of College Students' skiing tourism decision-making.Through exploratory factor analysis,five factors influencing college students' skiing tourism decision-making are extracted,which are destination status factor,behavior control factor,attitude perception factor,subjective cognitive factor and skiing tourism management factor;through structural equation model analysis,it is concluded that each measurement index contained in the five factors can not affect college students' skiing tourism decision-making With the same degree of influence,and the influence of five factors on College Students' skiingtourism decision-making through direct or indirect ways of action,22 direct or indirect influence paths can be formed,and each influence path can have different influence effects;through independent sample t-test and one-way ANOVA,we can analyze the influence of different demographic characteristics of college students in the process of skiing tourism decision-making Through the analysis of the differences,it is found that the students of different grades,majors,average monthly living expenses and skiing tourism experience do not show significant differences in the decision-making process of skiing tourism.The students of different genders have significant differences in the decision-making process of skiing tourism influenced by the destination status factors and subjective cognitive factors,while there is no significant difference in other aspects Finally,combining the analysis results of the decision-making mechanism of College Students' skiing tourism and the current situation of skiing tourism development,this paper proposes five ways to expand the University: improving the situation of skiing tourism destination,improving the quality of skiing tourism products and services,making suitable marketing strategies,creating a good skiing tourism market environment and strengthening the publicity of skiing tourism The specific strategy of skiing tourism market.