Research On Public Participation Behavior Of Skiing Based On Perceived Value

In the context of the 2022 Winter Olympics,and with the goal of "three million people participating in skiing" and the continuous deepening of the national fitness concept,the developing mass skiing is necessary.Therefore,by introducing the theory of Perceived Value,this study analysis from the perspective of the perceived value of mass participants in skiing,aiming at promoting the healthy development of mass skiing,and providing some references and suggestions for skiing enterprises to optimize service strategies and precise marketing.By using the methods of documentation,questionnaire,interview and mathematical statistics,the collected data are sorted out and analyzed,and then the system of perceived value indices for mass skiing are established,and through the optimal scaling,the influence of different perceived value factors on the participation behaviors of mass skiing are found out and analyzed,and the following conclusions are drawn:(1)The system of perceived value indices for mass skiing includes five first-level indicators and 17 second-level measurable indicators,such as social value perception,emotional value perception,functional value perception,monetary cost perception,and non-monetary cost perception.(2)The overall scores of the perceived value of mass skiing in the order of high to low are: functional value perception,emotional value perception,social value perception,non-monetary cost perception,and monetary cost perception.(3)The participation degree and time of mass skiing are in the middle and low level.(4)Each dimension of the mass skiing perceived value index system is obvious correlation to the degree and time of participation in skiing and has different effects on it.The perceived value factors of “social value”,“emotional value” and “functional value” have obvious positive effects,then the “monetary cost” and “non-monetary cost” have obvious negative effects.Specifically,for degree: social value perception>non-monetary cost perception>monetary cost perception>emotional value perception>functional value perception;for time: social value perception>emotional value perception>monetary cost perception>functional value perception>non-monetary cost perception.Therefore,the following suggestions are put forward to promote continued participation in skiing: 1.Focus on exploring the perceived value of customers andmeet their inherent needs;2.Improve social value perception and enrich the form of skiing;3.Ensure emotional value perception and create a quality service atmosphere;4.Pay attention to optimize the price strategy,especially for the training cost;5.Continuously improve supporting services to improve non-monetary cost perception.